Islamabad, February 18, 2025 – Banking as we know has changed forever. Gone are the days of long queues, endless paperwork, and rigid banking hours. In a world where everything is just a tap away, easypaisa digital bank is redefining convenience with its bold new campaign: ‘easy wala bank’ because banking should be as easy as everything else in life.

Pakistan has officially entered a new era of financial accessibility with easypaisa digital bank, the country’s first incumbent digital retail bank, now commercially approved by the State Bank of Pakistan (SBP) under its Licensing and Regulatory Framework for Digital Banks. This is more than just another step in digital transformation, it’s a complete banking revolution, built on the idea that people shouldn’t have to go to the bank when banking can come to them.

With ‘easy wala bank,’ easypaisa is eliminating the barriers that have kept millions of Pakistanis from fully participating in the financial system. No more paperwork, no more waiting in line, no more wasted time. Whether it’s opening an account, making transactions, investing, or accessing credit, everything is now instant, secure, and right at your fingertips.

easypaisa’s transition into a Digital Retail Bank is a defining moment for Pakistan’s financial sector,” said Rifah Qadri, Executive Director, Marketing & Communication, easypaisa Digital Bank. “We are not just introducing digital banking; we are building a future where banking is truly effortless, inclusive, and accessible to all. ‘easy wala bank’ is more than a tagline, it’s a promise that reflects our commitment to empowering every Pakistani with secure and convenient financial solutions in a quirky and fun way, that everyone will enjoy.”

“With the launch of easypaisa digital bank, we’re redefining financial convenience with innovative products,” said Farhan Hassan, Head of easypaisa Wallet Business. “From digital term deposits to seamless lending, we’re setting new standards in accessibility and security. ‘easy wala bank’ is our promise to deliver effortless banking, everything just a tap away. It’s not just about digitizing banking; it’s about removing friction and ensuring no one is left behind. No branches. No waiting. Just easy banking.”

With 50 million registered users, a 31% female customer base, and 2.7 billion transactions totaling PKR 9.5 trillion processed in 2024, easypaisa has already revolutionized how Pakistan manages its finances. Now, as a fully digital bank, it’s set to redefine financial solutions with even more innovative and advanced offerings for users across the country.

Experience ‘easy wala bank’ today. Visit www.easypaisa.com.pk or download the easypaisa app now!

Lahore’s art and design landscape welcomed an exciting new addition with the launch of The Art Edit Advisory at an exclusive event held at Ganga Ram Residence. Founded by Nashmia Haroon, this advisory service is dedicated to curating spaces with superior-quality, finely selected art while offering expert guidance to collectors, designers, architects, and corporations.

At the launch, art enthusiasts gathered to explore the advisory’s tailored approach to acquisitions, valuation, curation, and conservation. With a deep understanding of the local art market and emerging trends, The Art Edit Advisory aims to help private collectors, corporations, and museums build meaningful collections that reflect their vision.

The advisory offers services such as acquiring artwork to match personal tastes and investment strategies, evaluating existing collections, and ensuring proper conservation and framing for longevity. Additionally, it provides strategic guidance on the financial and cultural impact of art investments, contributing to the growth of the arts community.

With a commitment to excellence and a vision for seamlessly integrating art into interior and architectural designs, The Art Edit Advisory is set to become a go-to platform for those looking to enhance their spaces with curated collections.

Lahore, February 12, 2025 – The fourth cycle of the prestigious ADA Awards concluded with a grand gala in Lahore, celebrating the remarkable achievements of Pakistan’s creative minds in architecture, design, and art. Since its inception in 2018, the ADA Awards have been a beacon of recognition for the country’s most innovative and socially impactful projects, furthering dialogue and collaboration within the creative industry.

The event brought together luminaries from across Pakistan and beyond, with an esteemed international jury ensuring the highest standards of evaluation. Enriched by some of the most esteemed names in architecture, design, and art, this distinguished panel ensures a global standard of evaluation, recognizing projects that push boundaries and create meaningful impact. The international Jury comprised of George Arbid, Dr. Venetia Porter, Dr. Frederick Van Amstel, Hammad Nasar, Dr. Mazdak Faiznia, Yahya Jan, Saifuddin Ahmed, Shehnaz Ismail, Herve Matine, Ghayoor Obaid and Daliana Suryawinata joining from Middle East, Iran, Singapore, Malaysia, UK, UAE, USA and Pakistan.

This cycle, the ADA Awards proudly introduced two distinctive accolades: the Environment Leadership Award and the Socially Responsive Award, underscoring ADA’s commitment to sustainability and social responsibility. The Lifetime Achievement Award was also conferred upon two luminaries for their extraordinary contributions to the creative industry.

The founding Director Maria Aslam states

“Environment Leadership is not just about making changes—it’s about leading the change. It is a call to action for individuals, communities, and organizations to join hands in creating a sustainable and resilient world. Social responsibility is not just a choice; it is a necessity. This award shines a light on those who lead with purpose, demonstrating that a commitment to society’s betterment is both a moral imperative and a transformative force for the future.”

The winners in the categories of Art, Design, and Architecture were honored for their exceptional work, with special mentions acknowledging outstanding contributions.

ADA Awards 2025 – Notable Winners and Special Mentions:

Art Awards

• 2D Art Winner: Kiran Saleem – German Shepherd
• 3D Art Winner: Karim Khan – Still Life
• Time-Based & Interactive Winner: Yumna – The Rule of Time

Design Awards

• Communication Publication Winner: Zarminae Ansari – Gulistan-e-Saadi Communication Typography
• Advertorial/Campaign Winner: Ali Rez – Nikahnama
• Interactive Design Winner: Asad J. Malik – Jadu
• Media Winner: Jami – Documentary for Pakistan Pavilion

Architecture Awards

• Commercial Winner: ARCOP – HBL Microfinance Bank, Gilgit Baltistan
• Housing Winner: Nayyar Ali Dada & Associates – BNU Hostel
• Civic Category Winner: ARCOP – IT Park, Hunza
• Workspace Interiors Winner: Surround Design – HBL IFI, Karachi
• Residence Winner: Khadija-tul-Kubra – Terracotta House, Karachi

ADA Distinctive Awards

• Socially Responsive Award: Ali Rez – Nikahnama
• Environment Leadership Award: Karim Khan – Still Life

Lifetime Achievement Awards

• Anwar Said
• Rafiq Ahmed (Feica)

The awards night saw an elite gathering of government dignitaries, ambassadors, corporate leaders, media representatives, and celebrated members of the creative community. The event not only celebrated the best in Pakistan’s creative industry but also set new benchmarks for the future.

As ADA continues its mission to spotlight innovation and excellence, it reaffirms its role in shaping a progressive, socially conscious, and globally recognized creative landscape in Pakistan.

Love is in the air, and whether you’re planning a romantic date or a fun-filled Galentine’s bash, there are plenty of ways to make this February extra special. From artsy activities to dreamy desserts, here’s your ultimate guide to celebrating love in all its forms!

DIY Bento Cake Decorating Workshop

If you love all things sweet and artsy, then Cococheri at Extraction has the perfect plan for you! Join their DIY Bento Cake Decorating Workshop on 14th February and unleash your inner baker while crafting adorable little cakes. What’s better than a treat that looks as good as it tastes?

Gal Pals & Paintbrushes – Paint with Your Galentine!

Get your besties together for a fun, artistic experience at Brew Bar on MM Alam Road this February 13th! Paint on canvas while enjoying a special Valentine’s drink.

Doodle Den – The Cutest Art Studio in Town

For a more private, intimate vibe, Doodle Den is your go-to spot! This dreamy private studio in Lahore offers candle-making and phone cover designing workshops—perfect for a chill, crafty day with your Galentine.

The Lover’s Edit Bouquet

Flowers, but make them extra special! Buckwheat’s premium Valentine’s Day collection features luxurious floral arrangements—no fillers, just stunning blooms designed to make hearts flutter.

Candle, But Make It a Bouquet

If flowers aren’t enough, why not go for The OUI Store’s all-red bouquet candle? It’s the perfect mix of romance and elegance, packaged beautifully for a gift that’s both stylish and sentimental.

Sweet Treats to Swoon Over

Nothing says romance like chocolate-dipped strawberries! The Cakery Bakery Lahore offers a set of 20—10 covered in rich milk chocolate and 10 in smooth white chocolate with pink décor. Packaged in a heart-shaped or elegant white box, it’s the perfect treat for any special moment.

Grand Love Hamper – Go Big or Go Home!

If you really want to spoil your Valentine, Lals Grand Love Hamper is the way to go. Packed with chocolates, macarons, strawberry jam, dragees, and more, it’s the ultimate way to show someone they’re extra special.

 

Jewelry You’ll LOVE Forever

Looking for a timeless gift? Shehnoor Jewels has you covered with 925 silver rings, earrings, and more. Bonus: Every Valentine’s order comes with complimentary gift wrapping and a handwritten love note—how cute is that?

All Stitched Up with Love

Handmade gifts hit different! Cheri’s crochet red bag, crafted with love, is a charming and thoughtful present for someone who appreciates unique, handcrafted accessories.

Set the Mood with Dreamy Scents

If you’re all about creating a cozy vibe, DuskCandlesCo’s mini heart ceramic candle madein collaboration with Soleil is a must-have. Infused with their best-selling Rose & Vanilla scent, it’s romantic, warm, and absolutely perfect for Valentine’s.

Dinner for Two

If a candlelit dinner is more your style, For The Table has the perfect setup. Enjoy a three-course meal with complimentary drinks for just PKR 4,000 per head—the perfect way to end a magical evening.

No matter how you celebrate—whether with your partner, your besties, or by treating yourself—make this Valentine’s or Galentine’s one to remember!

Rano’s Heirlooms is more than just a brand—it is a celebration of heritage, where tradition finds new life in contemporary fashion. Each carefully crafted piece carries the essence of cultural revival, seamlessly blending the past with the present to inspire the future.

This vision came to life at Kayee Chaand, Rano’s Heirlooms’ debut solo showcase, held at the Sir Ganga Ram Residence, Gulberg. A night of elegance, heritage, and admiration, the event celebrated the brand’s commitment to craftsmanship, storytelling, and artistic expression.

From the glittering ensembles to the mesmerizing choreography, the evening was nothing short of magical. The show was choreographed and directed by Fatima Amjed, while Hashim Ali transformed the space, setting the perfect mood for a showcase where heirloom designs met contemporary grace. Complementing the exquisite ensembles was jewelry by Innaya Heritage Jewellery, adding a final touch of regal charm.

Against a backdrop of wedding songs, sacred rituals, and the beloved Sehra Bandi, Rano’s Heirlooms brought history to life—proving that tradition, when woven with artistry, is forever in fashion.

In Pakistan, outdoor advertising workers, particularly billboard installers known as “skin fitters,” face significant occupational hazards. A notable incident occurred in July 2020 at Gojra when an under-installation billboard of a mobile phone company and a wall collapsed, injuring three employees.

Similarly, in August 2020, two motorcyclists in Karachi sustained injuries when a massive billboard became dislodged and fell on them near Metropole Hotel during heavy rain. Similarly, in 2023, a tragic incident occurred in Karachi when a man lost his life after a large signboard collapsed and struck him while he was riding his motorcycle.

The outdoor advertising industry plays a crucial role in Pakistan’s marketing and media landscape, relying heavily on the labour of billboard installers. Despite generating an annual market volume of US$33.95 million, this traditional advertising sector ironically allocates minimal budgets for its workforce. These workers undertake the perilous task of installing and maintaining billboards, often at staggering heights and under extreme weather conditions. Historically, they have faced severe occupational risks due to inadequate safety measures, leaving them vulnerable to serious injuries or even fatalities. Regrettably, these glaring safety violations continue to be ignored by the authorities.

Recognizing the critical need for change, easypaisa has stepped up to set a new benchmark for worker safety in the outdoor advertising industry. Through their transformative “Insured Billboards” initiative, easypaisa has provided billboard workers with full medical insurance and equipped them with safety gear that meets global standards. This groundbreaking program not only addresses the glaring gaps in worker welfare but also sets an example for responsible business conduct across the industry.

The installation and maintenance of out-of-home (OOH) advertising require workers to scale massive structures, often at great heights, without adequate safety measures. This exposes them to significant risks, including falls, electrical hazards, and injuries caused by faulty equipment. In addition to physical dangers, the lack of financial security—such as health or life insurance—further exacerbates their vulnerability, leaving their families in financial distress in case of workplace accidents.

Despite their pivotal role in bringing advertising campaigns to life, these workers have often been overlooked by brands and stakeholders. This systemic neglect has highlighted the urgent need for industry-wide reforms.

easypaisa’s #Insured Billboards initiative is a game-changer for the OOH advertising sector. By providing billboard workers with comprehensive medical insurance, the initiative ensures financial security for workers and their families in case of accidents or health issues. Furthermore, the provision of globally standardized safety gear—including harnesses, helmets, and protective clothing—significantly reduces the risk of injuries.

The initiative exemplifies how brands and stakeholders can align their business practices with global standards of occupational safety. It is a step toward creating an environment where worker welfare is prioritised alongside business goals.

The impact of providing adequate safety gear and insurance cannot be overstated. A helmet or harness might seem like a small investment, but it can mean the difference between life and death for a worker operating at great heights. Similarly, medical insurance offers a safety net that shields families from financial ruin during emergencies.

By implementing these measures, easypaisa not only ensures the physical safety of workers, thereby restoring their dignity and recognising their vital contributions to the advertising industry, but the health and medical insurance provided offers peace of mind—empowering them to perform their duties with greater focus and confidence.

easypaisa’s initiative should serve as a wake-up call for all brands, advertisers, and stakeholders in the outdoor advertising industry. As industry leaders, it is imperative to adopt measures that prioritise worker safety and welfare. From providing proper safety gear to ensuring comprehensive insurance coverage, every small step contributes to a safer and more equitable working environment.

Brands must view worker safety as a core responsibility, not just an optional add-on. easypaisa has shown that it is possible to combine business success with responsible practices, and now it’s time for others to follow suit.

As an industry, we have the power to shape a future where the safety and welfare of workers are at the forefront. Let’s collectively raise the bar by ensuring that every worker involved in outdoor advertising campaigns has access to the tools and protections they need to thrive.

easypaisa’s “Insured Billboards” initiative is more than just a program—it is a movement toward change. Let’s make this the new standard, ensuring that those who work tirelessly to make our campaigns visible are themselves seen, valued, and protected.

Join the movement. Provide safety gear. Offer insurance. Transform lives.

On December 9, Dubai’s creative elite gathered at the TODA Theatre of Digital Art for Anna Kameneva’s stunning birthday celebration, titled “Anna Kam With Love.” A multi-talented entrepreneur and artist, Anna showcased her achievements across music, film, fashion, and cutting-edge innovation.

Performing as Anna Kam, Anna delivered powerful renditions of her original songs, introducing English tracks for the first time alongside her deeply meaningful Russian compositions. Set against the theater’s state-of-the-art digital screens, her performance created a mesmerizing experience.

The evening also revealed Anna’s innovative NFT music project, created with a renowned artist. This fusion of music and visual art highlighted Anna’s passion for pushing creative boundaries.

Anna and her collaborator Kristina Kretova shared teasers from their award-winning project, “Women and Roads. The Way to Yourself.” Together as directors and producers, they’ve received international recognition for their empowering storytelling, paired with soundtracks composed by Anna.

Guests also explored East & West, the fashion brand co-founded by Anna and Kristina. Inspired by the Silk Road, the collection combines Eastern and Western aesthetics into elegant designs.

Anna’s celebration embodied her energy, passion, and dedication to art, leaving her audience inspired by her creativity and vision for the future.

Karachi, Pakistan – 13th December 2024: itel Pakistan, a global leader in affordable smart technology, has officially launched its flagship smartphone, the itel S25 Ultra, at a prestigious event in Karachi. Attended by media representatives, influencers, distributors, and channel partners, the event also welcomed itel Pakistan’s brand ambassador, Yumna Zaidi, who graced the occasion and added a touch of glamour to the launch.

The event unveiled the S25 Series, featuring the S25 Ultra and S25, priced at PKR 44,999 and PKR 29,999, respectively. The series delivers exceptional value in the mid-range segment, combining advanced features with affordability.

The itel S25 Ultra redefines durability and functionality in the mid-range smartphone market. Built to withstand life’s everyday challenges, it features a 6.78-inch curved AMOLED display with a 120Hz refresh rate and 1400-nit peak brightness, protected by Corning Gorilla Glass 7i. Its drop-proof and spill-resistant design ensures resilience against accidents, while the 100-day free screen replacement warranty adds peace of mind.

Beyond its durable design, the S25 Ultra delivers outstanding performance, featuring a powerful UNISOC T620 octa-core processor, 16GB RAM (8+8), and 256GB of expandable storage for effortless multitasking and abundant space for apps, media, and more. The device supports 48 months of fluency, ensuring smooth performance over time. Its 50MP triple-camera system and 32MP front camera provide exceptional photo and video capabilities, making it an ideal choice for content creators and photography enthusiasts. Meanwhile, the S25, equipped with a 6.78-inch AMOLED display, In Display Fingerprint Scanner, Up to 12GB RAM (6GB + 6GB memory fusion) and 128GB internal storage, 5000mAh battery with 18W PowerCharge, also offers impressive durability and key features tailored for budget-conscious users seeking premium design and reliable performance.

“Pakistan is a key market for itel, and the S25 Ultra represents our vision for delivering advanced, durable, and accessible smartphones,” said Mr. Veeki Chen, CEO of itel Pakistan. “As we step into 2025, our focus remains on meeting the needs of consumers by combining innovation and affordability, ensuring everyone can experience reliable and stylish technology.”

The event also introduced Yumna Zaidi, a beloved icon in Pakistan’s entertainment industry, as the official brand ambassador for itel Pakistan. Her partnership with itel reflects the brand’s confidence in its products and its dedication to building a deeper connection with its audience. To celebrate this collaboration, Yumna signed a limited number of S25 Ultra  devices at the event, which will be gifted to itel’s most dedicated fans as a heartfelt gesture of appreciation for their ongoing support.

The itel S25 Series is now available nationwide at leading retail stores, offering unmatched value for its price and redefining the smartphone experience for Pakistani consumers.

About itel

Established over 15 years, itel is a reliable smart life brand for everyone. Adopting “Enjoy better life” as its brand philosophy, itel’s mission is to provide budget-friendly consumer electronic products and lifestyle products to everyone. It democratizes technology by giving entry to technology and connections to consumers without prior access to it. After more than 10 years’ development, itel has expanded its presence in more than 70 emerging markets globally. itel has a product portfolio of smartphones, accessories, electrics, speakers, home appliances and lifestyle products and in 2023 it ranked No.1 Global Smartphone brand under $75 and No.1 feature phone brand.