The political, social, traditional, cultural and business lives of Pakistanis are dominated by complicated paths, meandering routes & systems. Then there are these complications and problems in financial transactions – large ratio of un-banked population, traveling far distances to banks in rural areas, paperwork and formalities, standing in long queues, non-flexible 9-5 timings, the hassles of illegal modes of money transfer & so forth.

Imagine life without these meandering curves & labyrinths. Building on this insight of Pakistani society and the specific problems in context to financial transactions, the big idea of Easy Paisa promises a new form of convenience that gives people the freedom to change lives. Taking the big idea forward, the concept builds on a familiar element of a maze,but refreshing it by making it a human maze. The maze of people is a depiction of endless problems, when undertaking financial transactions. Our hero, a protagonist, is shown facing the problems listed above as he travels through the maze. Lyrics of the jingle talk about the problems of the Pakistani society & specific ones in context to financial transactions. The trigger point is the introduction of a mobile phone, followed by a complete description of the brand promise.