VEON’s Mobilink Microfinance Bank Receives CMO Marketing Campaign Award for Invisible Heirs Campaign
Barcelona and Islamabad, March 06, 2025 – VEON Ltd. (Nasdaq: VEON), a leading global digital operator, is thrilled to announce that its subsidiary, Mobilink Microfinance Bank, has been honored with the ‘CMO Marketing Campaign’ Award at the prestigious GSMA Global Mobile (GLOMO) Awards during Mobile World Congress 2025.
This recognition comes in appreciation of Mobilink Bank’s groundbreaking Invisible Heirs campaign. This innovative initiative addresses the systemic issue of women being denied their rightful inheritance and empowers them with essential tools to claim what is lawfully theirs.
The Invisible Heirs Campaign: A Game-Changer for Women’s Rights
The Invisible Heirs campaign is a powerful response to the pervasive issue of women being denied their inheritance rights in many parts of the world. In numerous countries, women are often excluded from their family’s wealth due to deep-rooted cultural beliefs and practices. This denial not only perpetuates gender inequality but also hinders the economic growth of affected communities.
To tackle this challenge, Mobilink Bank collaborated with the National Database and Registration Authority (NADRA) of Pakistan to create a digital solution. By integrating their mobile banking platform with NADRA’s database, they have enabled women to access their inheritance claims digitally, providing them with a more accessible, convenient, and secure solution.
Impact on Individuals and Families
The Invisible Heirs campaign has the potential to make a significant difference in the lives of millions of women. By providing them with the means to claim their rightful inheritance, the campaign can help alleviate poverty, improve financial literacy, and promote gender equality in families and communities.
For instance, in Pakistan, where the issue of women’s inheritance rights is prevalent, the campaign can bring about transformative changes. According to the World Bank, only 1% of women in Pakistan have formal bank accounts, and many are excluded from their inheritance. With the Invisible Heirs campaign, Mobilink Bank aims to reach these women and help them secure their financial future.
Global Implications and Future Prospects
The success of the Invisible Heirs campaign can set a powerful precedent for other organizations and governments to address similar issues. By leveraging digital solutions and collaborating with relevant authorities, it is possible to challenge deeply-entrenched cultural practices and promote gender equality.
Moreover, the campaign’s innovative approach to financial inclusion can pave the way for further advancements in the digital banking sector. By making financial services more accessible and convenient, digital banking solutions can help bridge the gap between the unbanked and the financially excluded populations worldwide.
Conclusion
VEON’s Mobilink Microfinance Bank’s Invisible Heirs campaign represents a significant step forward in the fight for women’s inheritance rights and financial inclusion. By leveraging digital solutions and strategic partnerships, the campaign has the potential to empower millions of women and promote gender equality in communities around the world. As we continue to witness the transformative power of technology, it is essential that we harness its potential to address pressing social issues and create a more equitable and inclusive world for all.
- Mobilink Microfinance Bank receives CMO Marketing Campaign Award at GSMA Global Mobile Awards 2025
- Campaign addresses the issue of women being denied their rightful inheritance
- Empowers women with tools to claim their inheritance digitally
- Collaboration with National Database and Registration Authority (NADRA) of Pakistan
- Transformative impact on individuals, families, and communities
- Paves the way for further advancements in digital banking and financial inclusion
