Media outreach for Mobilink Bank

The Challenge

At the start of this year, our client Mobilink Bank secured a USD 20 million investment from its parent company, VEON Group, to accelerate the expansion of its digital Islamic banking operations in Pakistan. The investment marked a strong endorsement of the bank’s ambition to become a pioneer in digital Islamic microfinance, and its ability to reach segments of populations that remained disengaged with the traditional banking system.

From a communications standpoint, the challenge was clear. Financial investment announcements often remain confined to routine business coverage and rarely travel beyond corporate reporting. Our task was therefore not only to communicate the news, but to elevate it into a broader narrative about innovation, inclusion, and sector leadership.

Our Objectives

1. Position Mobilink Bank as a purpose-driven institution committed to advancing financial inclusion in Pakistan
2. Highlight Mobilink Bank’s role in integrating populations historically excluded from the conventional banking system
3. Demonstrate the strategic importance of digital Islamic banking as a tool for inclusive growth
4. Reinforce the credibility of Mobilink Bank’s long-term vision through the VEON investment announcement

Our Approach

Rather than treating the announcement as a one-off press release, we approached it as a strategic opportunity to build reputation and visibility. We framed the investment as more than a funding update, rather as a signal of VEON’s confidence in Mobilink Bank, and the investment potential of Pakistan’s banking system.

Although the client’s original requirement was limited to the dissemination of a press release, we identified an opportunity to expand the story’s reach and impact by proactively exploring television as an additional channel. However, the announcement did not come with any broadcast-ready visual material. Therefore, we took the initiative to conceptualize and produce our own Video News Release (VNR). We creatively repurposed relevant existing Mobilink Bank video content and archival visuals, assembling them into a coherent news package that television channels could readily air.

At the same time, we adopted a deliberate outlet-selection strategy. Since the news centered on foreign investment into Pakistan’s financial sector, we prioritized pro-government television networks that are generally more receptive to narratives around economic growth, investment inflows, and financial inclusion. This targeted approach increased the likelihood of pickup and ensured the story aligned with prevailing editorial priorities.

Execution

We began by issuing a timely press release to ensure early visibility, and followed this with targeted outreach and consistent follow-ups through our media networks across Karachi, Islamabad, and Lahore. We also released our ready to air VNR, enabling television channels to air the story without incurring production constraints and significantly increased the chances of pickup.

The strategic targeting, combined with coordination among our teams in multiple cities and collaboration with the Jazz corporate communications function, ensured the announcement reached the right audiences at the right time.

Results

The campaign delivered results that went well beyond expectations. The announcement was broadcast by nine national television channels and ultimately secured more than one hundred media placements across national and international platforms. Coverage spanned English-language publications, Urdu newspapers, and digital outlets, with several tier-one media organizations carrying the story. With the support of the broader corporate communications ecosystem, the announcement also appeared in leading international publications, strengthening Mobilink Bank’s credibility and global visibility.

Our collaboration with Jazz helped secure coverage in international outlets such as Arab News and Reuters, bringing valuable global visibility to our client. Through these concerted efforts, APR delivered media coverage for Mobilink Bank valued at over PKR 18 million. Given the credibility associated with editorial coverage, such visibility typically delivers impact well beyond what an equivalent advertising budget would achieve.

Key Takeaway

1. We learned that it pays to aim higher than the brief and look for ways to deliver more value than what is asked for.
2. Our understanding of the broader political and media landscape helped us make smarter decisions about where the story should land. We were able to improve the chances of strong pickup by aligning the narrative with themes that resonate in the current environment.
3. The experience reinforced that good public relations is not just about distribution, but about judgment, and recognizing when a story has the potential to go further and acting quickly to make that happen.
4. It also showed us that constraints do not have to limit results. Even without fresh visual material, thoughtful use of existing content can unlock new channels and opportunities.
5. Above all, the campaign reminded us that every announcement can be more than a routine update if it is treated as a chance to strengthen reputation and tell a bigger story.