Phatta Note (Torn Currency Notes)

Since easypaisa is a digital payments app, cash was our greatest competitor and a massive one at that. Getting people to break a decades’ old habit ingrained so deeply into our system seemed like a great challenge. Our campaign awoke people to realize a problem that they hadn't noticed before but had all dealt with and didn’t know could be easily resolved. We not only changed a centuries old habit but also grew our business in the process.