Banks were previously the only place where people could go to pay their bills, send money, deposit or withdraw their money and make other payments. There were even times when people had to stand in long queues to pay their utility bills or for sending and receiving money. These may still be major modes of money transfer but technology has again proved to make lives simpler and quicker by providing us with more convenient options.

UBL recently introduced its new face of branchless banking by the name Omni. The commercial successfully spoke to the right target audience, clearly explaining its convenience, the proof of which is its ever-growing popularity.

So what is it that worked for them?

Creatively speaking, the minimalistic set plays an important role. The streets of a local lower middle class area, the fact that people around the area know each other so well and have a relationship built on strong trust because they live in a close-knit society and have a similar lifestyle. Even the traditional, railway station ambiance adds to the local atmosphere.

Also, the way they introduce the simply put ‘Tareeqa badlo’, painted on the wall, speaks immensely for itself, and to the right audience. A lot of our local streets are seen where people paint their messages on the walls in order to be heard. UBL Omni did exactly that and successfully spoke to the general public in their tone of voice. It is worthy to note, that the set might not have had the same impact, had the motorbike not passed from right in front of the wall and also if the cart was not placed at the right corner, completing the frame.

The service itself is quite economic for the 'unbanked' population. It offers them all that they would expect from a bank but is also more convenient than a bank. Most importantly, UBL Omni does not have restricted timings like a bank would normally have. You can make use of the service even later at night, as long as your nearby Omni Dukaan is open. UBL Omni’s minimum charges and now the availability of the ATM card, has added to the benefits and brought the unbanked population at par with the rest of the population that uses the regular banking services. These benefits have led UBL Omni to win the GSMA Global Mobile Award 2012 for “Best Use of Mobile in Emergency or Humanitarian Situations”.

According to a report by the State Bank of Pakistan, the Branch-less Banking network in Pakistan has expanded by 16 per cent to reach 22,512 agents across the country. Telenor’s Easypaisa and UBL Omni lead the branchless banking movement and with new licenses being issued to more banks, could make 2012 an important year for branchless banking and mobile financial services in Pakistan.


Follow the Advertising Analysis series here.


The writer is a New Media Design Manager at

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Comments are closed.

Comments (24)

August 11, 2012 11:16 am
Very much possible
i disagree
August 12, 2012 9:38 am
Do you work for the competition? it seems you have a difficult time digesting anything good being said by someone... being critical for the sake ofbeing citical is not sign of a healthy individual.
August 11, 2012 9:59 am
Superb we must adopt time saving techniques for banking and also need a little bit awareness.
Summit Bank Insider
August 16, 2012 9:35 am
Well...we at Summit Offer Amanat Cash home remittance....its far better,easy,simple....its a very good system and even inform the beneficiary through an SMS alert when the payment is received in his name.
August 18, 2012 1:52 pm
yeah I work for the company which made all the previous adverts she critiqued! Helpful?
August 12, 2012 8:22 am
"Looking forward for more Mahajabeen... Yes. Does justice to her name. What a pleasent human smile she has. Intelligent too.
Afzal M.
August 12, 2012 8:15 am
"What has a newspaper to do with advertising analysis?" Everything.
Saad (DXB)
August 12, 2012 10:40 pm
Oh yeah.. Like hell i am giving my CNIC copy to a shopkeeper.. Any unscrupulous person may be paying Rs. 100/- to the shop keeper for a copy of the customers' CNICs and getting Mobile Phone SIMs issued in the unsuspecting customer's name.. Bad idea mate.. I choose the traditional way i.e. send the money through a friend or relative and let someone pick it up from him. Being an expat Pakistani, I would have loved to use the Pakistani Banks to send money home too, only if their rates were not so pathetic.. They may claim to send money to Pakistan for free, but they more than make up for it through the terrible exchange rates they offer as compared to the open market
August 11, 2012 6:37 am
You were correct when you said that their way of propagating the message is immensely strong. But in my opinion, we all must discourage 'Wall-Chalking/Painting', instead of promoting a banking product like 'Aamil Bangali Bawa'.
Osman Qadir
August 11, 2012 6:58 am
Excellent Marketing/Advertising Analysis... definitely going to tweet @OsmaanQadir... O' did I also just marketed myself! Tareeqa Badlo.... Look forward for more Mahajabeen...
August 11, 2012 9:07 am
Did the author get any money from UBL for writing this article?
August 11, 2012 12:37 pm
Okay trust me I am not trying to pick up on you by criticising every critique you pen on Advertisement, but after seeing your negative commentary on the previous adverts - I am surprised that you failed to notice the level of music with voice-over. Towards end of the advertisement you can barely understand what has been said! Yes the shots are captured nicely but still really with all those complaints, you liked this one?
Baber Mirza
August 11, 2012 12:49 pm
Here, here. UBL has two power house marketing gurus at their disposal, that is Mr Ejaz Wasay and Mr Najeeb Agrawalla. Don't underestimate their marketing prowess. They have proven to be a great asset for UBL and will continue to do so. Great going UBL.
August 11, 2012 2:51 pm
what about Telenor easy Paisa in my opinion it has more customer percentage and network than Omni ?
August 11, 2012 2:59 pm
I have two ATM cards of UBL in Lahore. I hardly get money from its machines anywhere in Lahore. I have to go to other banks' atm machine. Less popular banks have better atm service. Why this..............?
Syed Abid Raza Rizvi
August 11, 2012 3:05 pm
@ "Telenor’s Easypaisa and UBL Omni lead the branchless banking movement" appalled at the the author's understanding of the market.... when it comes to leading the branchless banking movement OMNI doesnt even comes closer to Telenor easypaisa..... not even close to the vicinity of being close.....
August 11, 2012 7:42 pm
This was the first thought came into my mind as well. What has a newspaper to do with advertising analysis? I don't get it. I mean one can talk about advertisement on the whole but analysing each ad is too much.
Asif Ansari
August 11, 2012 8:30 pm
Writing of this blog look like the publicity of UBL Omni. Telenor's Easypaisa is also working of that type of banking, its scale is too large in front of UBL Omni, difference between both of them is that the UBL Omni is Pakistani bank and Telenor's Easypaisa related to Norway. Now this particular type of banking rapidly enhance the branches, this use is totally easy for a common Pakistani, he/she would not go to the bank and draw, send, paid his/her utility bills and others he/she only touch a single button of his/her cell phone and did all these things. State Bank must gives the licence of those banks, they try to starts this type of banking. It is too easy, convenient, reliable and time-saving banking.
an insider
August 12, 2012 9:30 am
Talkabout ignorance... Mr Ejaz Wasay left UBL about 2 years ago and Mr Agrawalla had absolutely nohing to do with this ad.....i believe Omni has a separate marketing team that works on its media campaigns...worth checking facts before posting in public.
August 12, 2012 1:51 am
very informative and amazing fact revealed by the writer. thx
August 12, 2012 3:41 pm
Its called "Aditorial" in the west
Syed Naveed Iqbal
August 12, 2012 3:31 am
Undoubtedly, the quality of shoot-sets, picturization and ambiance is impressive but the author's adoration of this TVC seems to have a tinge of sycophancy. This (and almost every other Omni TVC) seems to focus far more on setbacks of non-Omni means of doing the business than elaborating the benefits and usage details to unacquainted unbanked population, let alone striking the balance. Overall deserves an above-average rating being too sober to feature a glamour model flirting with a microwave and other appliances.
August 12, 2012 8:43 am
UBL Affectee
August 13, 2012 6:00 am
UBL is good at marketing. When they open an account they just open it to charge commission and markup. This is how it works. Horrible services. Keep calling call center and get no response after long wait. Centralized Processing Unit doesn't train branch staff about products. Advertising wins but services are giving bad name to the bank. Ask anyone about Credit Card, Cash Line, etc. experience.
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