As Pathao prepared to introduce Pathao Pay, its new financial service, the main goal was to build strong visibility for the platform at launch. Competing in a rapidly growing mobile financial services market, Pathao needed to position its new service as a trusted, convenient, and local solution for everyday transactions.The objective was to get the message out widely across digital channels, ensuring both current Pathao users and new audiences understood the value and ease of using Pathao Pay. The campaign aimed to create excitement about the launch, establish credibility in the finance space, and strengthen Pathao’s position as a complete mobility and financial services brand.
Client
Pathao Pay
Campaign type
Influencer
Year
2025
Strategy
The campaign was designed to be cost effective while ensuring authentic, relatable communication around the Pathao Pay launch. We engaged 36 influencers across platforms, using a mix of static and video content to reach diverse audiences.Pathao Pay was designed to feel like a natural part of everyday life rather than a separate financial tool. Our strategy focused on showcasing how effortlessly it fits into daily routines—whether paying for a ride, grabbing food, or settling small expenses with friends. We wanted people to see Pathao Pay not as a new habit to learn, but as something that simplifies what they already do.To bring this idea to life, we worked with creators to produce video content that told simple, relatable stories based on real experiences. Each piece of content subtly highlighted key features of Pathao Pay—like instant payments and smooth transfers—through everyday scenarios that viewers could easily connect with. This approach helped build familiarity and trust, showing how Pathao Pay could make daily life more convenient, one transaction at a time.By combining relatable storytelling with broad influencer visibility, the campaign successfully generated organic awareness, establishing Pathao Pay as a seamless addition to users’ daily lives.
