With the advent of mobile broadband technology, Pakistan has experienced an increase in digital adoption with a number of E-commerce businesses, as well as online methods of payments. In an otherwise cash-based society, internet and mobile banking have dramatically emerged on the horizon. Businesses and consumers are both interested in faster, safer, and more convenient payment methods.

We developed the campaign, ‘HUM NAY KONNECT KAR DIYA’, for Konnect by HBL, a complete digital payment solution offered by our client HBL, the largest bank in Pakistan. A series of three engaging TVCs were crafted revolving around ease and convenience for payments including shopping, salaries, utility bills, business payments and more, all enabled by a Konnect Account through the Konnect App. The brand name ‘Konnect’ was made synonymous with convenience – now payments could be made through a mobile phone from the comfort of a customer’s ‘wherever’ and ‘whenever’. The name was used as a verb in a catchy jingle that ran in the background, popularizing the word connect with a ‘K’ – HUM NAY CONNECT KO ‘K’ SAY KAR DIYA!