There is something about building something from the ground up with your hands and in our case, with your team. It’s the kind of pride that doesn’t come with flashy equipment or big-budget contracts but with the quiet confidence of knowing that your people can pull off something spectacular. That’s exactly what we did with the recent Ad campaign for VRG’s Asaan Mobile Account (AMA) and the story of how it all came together is something I’ll be jotting down.
At Pathfinder Group, we have always had a certain way of doing things. It is about a thorough, handson and collaborative approach, which we pushed further for this particular feat.
For the Asaan Mobile Account campaign, we neither scout fancy studios nor work with external actors, models, or influencers. We did not even rent equipment or outsource the edit; we did this all ourselves, from the idea on paper to the final Ads that aired. And truthfully, this isn’t our first time doing it on our own.
At Pathfinder Group, this has become second nature as we apply the same principles each year at DAVOS. We design and install backdrops for the Pakistan Pavilion, set up microphones and cameras, handle photography, videography and even public relations.
Every piece is managed internally with the same level of detail and commitment. Therefore, it is not just a method but a mindset we have cultivated and as personal as it gets, for the AMA campaign, everything from the ingrained resolution to the brilliant execution, happened ‘in-house’.
Every single element, script writing, cameras, pictures, raw footage, editing, model, you name it, we acquired from within our resources. And this is what made it so powerful.
It all started, as all campaigns do, with an idea. We knew Asaan Mobile Account wasn’t just another financial product – it’s a move ment, a statement, a tool of empowerment! So, the campaign couldn’t be ordinary either. It needed to reflect not just the utility of AMA, but its deeper impact on real lives. And what better way to do that than to have real people behind every part of it?
We started with the script and it was obvious that the insight was born based on the real life experiences and observed realities. There was no corporate fluff as the writing was intentional, clear, and promoted the need to do it.
Our internal team sat and wrote an informational script to educate the audience about the Asaan Mobile Account, how to open it, and how easy it is to operate for the Aam Aadmi. It spoke the language of everyday Pakistanis because that is what the Asaan Mobile Account is made for.
Moving ahead with the script, we came to casting, and we did not look beyond our own company. The faces you see in the Ads are Pathfinder employees. The women stepped up, owning the screen with quiet confidence and strength. It was not about tokenism but about representation and showing the real faces who actually use the service and are convincing enough for the target audience. We tried to portray the empowermen but instead, we did much more than that. It showed inclusion with expression, posture and delivery that convinces that Asaan Mobile Account is indeed a service that is easy to understand and use. Moving forward, our media team managed all the technical aspects of camera work, lighting and sound, providing the project with polished visuals through a high level of professionalism.
They infused personality into every aspect, from capturing daily life on camera to the videos used in the advertisement, as all the footage was raw material that moved into post-production. The intuitive coordination between the crew and cast transformed the experience for everyone involved. From editing and sound mixing to voiceovers, mastering and rendering, every element was handled in-house. When every aspect is controlled and thoughtfully curated, the outcome is deeply satisfying, watching a project come to life. For this reason, we didn’t even rent the equipment; everything we used belongs to the Pathfinder Group. You might think this is about cost-cutting, but it is truly about owning the narrative.
Asaan Mobile Account is built for Pakistanis by Pakistanis and is a breakthrough in financial inclusion.
This initiative provides reins of empowerment to the user, whether they are in a city or a remote village, whether salaried professionals or daily wage workers, be it men or women. AMA doesn’t need you to have a smartphone or internet connection to open an account. It doesn’t burden you with technical jargon or overly formal processes. It offers a simple, accessible financial solution through any basic mobile phone by dialing a USSD code, *2262#.
With over 13 million accounts opened, AMA is no longer a product, it is a revolution that bridges the gap between banking services and underserved communities. Women, in particular, have found new freedom through AMA – sending money, receiving payments, and saving independently without being dependent on anyone else.
So, we had to create such a scenic environment where viewers can relate to themselves. Looking at the campaign now brings more than a promotional asset, as it celebrates internal talent. And, as for the reach. It spoke for itself. The Ads were aired on PTV Sports during the PSL 10th edition. Additionally, these Ads were aired on Ten Sports and A Sports during the Pakistan vs. Bangladesh T20I series The advertisements are find ing a national audience during one of the country’s most-watched events. The impact was clear. As the AMA ads aired during PSL, account opening and mobile transactions increased noticeably. The message connected with viewers as they took action. This kind of visibility and engaging visuals allowed the Ads to do exactly what they meant to do by telling the AMA story in the voice we created.
In many ways, the campaign mirrors AMA’s philosophy. The belief that what you need is often already with you. You don’t have to go out and borrow someone else’s tools. You just need to trust your own. Whether it’s a media team creating cinematic content or a farmer accessing digital banking tools, the principle is the same. Empowerment!
In conclusion, the Pathfinder Group created a moment where belief, creativity, and collaboration came together to convey something authentic.
Much like the mission of Asaan Mobile Account, it demonstrated that when you trust your people and equip them with the right tools, incredible things can happen without needing to hire a third party.
