Have you ever wondered what the world would be like if marketing did not exist? Will it be any different, or is marketing simply overrated? The truth is, the world that you see today would cease to exist without marketing. Without marketing, no product will ever evolve to great heights; in fact, you might not ever hear about them. In its very essence, marketing is like oxygen; if no one knows you exist, does anything else really matter?

When you strip everything else, marketing is basically the business of memories. Do you remember the OG Dairy Milk AD? Kitna maza aya ray, dunya dairy milk ki ban jai, dairy milk ki gari, dairy milk ki road? What is it about the ad that makes it so memorable? Perhaps the lyrics, or the unforgettable tune or the super cute animation? Well, whatever it was, it is the perfect example of an advertisement, as memorable as they come.

Each advertisement, no matter how small it might seem, always has so much thought put into it so that even after years when you are talking about a product, you recall it right away! Behind these ideas are minds full of creativity and a knack for advertising. Recently, Brandsynario got a chance to interview one such mind- Rifah Qadri.

Rifah is currently the Executive Director of Marketing and Corporate Communications at Easypaisa. With 18 years of marketing experience across various industries, she has received notable accolades, including the Courageous Client Award at the Caples Awards in the UK and the Red Dragon Leader of the Year Award at Dragons of Pakistan. She is a passionate advocate for purpose-driven marketing.

Brandsynario: Let’s start with where it all began; what inspired you to pursue a career in marketing, especially one that not only promotes business but also inspires social change?

Rifah Qadri: It all began at a very young age. As a child, I would watch advertisements and only eat food while I was watching them. My love for creating something for brands has been with me since then. My dad owned a business exporting rice, and I was always intrigued by his marketing strategies. I was curious about the packaging and how he promoted the business. This early exposure fueled my long-standing interest in branding. I’ve also been really drawn to big brands, fascinated by how they created their advertisements and who was involved in making them. I was a curious child and continued to be a curious teenager, eager to learn more about the world of marketing and advertising.

Brandsynario: Any specific ad from your childhood that you remember till this date?

Rifah Qadri: Dentonic. That ad had an animated monkey that would emerge from the billboard when a car accident occurred. That was my favourite ad as a child; I found it hilarious.

Brandsynario: How did you get into the advertising industry?

Rifah Qadri: I began my career 18 years ago as a management trainee, initially working in B2B marketing. My first role involved participating in the marketing of Soda Ash, which is also in the B2B sector. At that entry-level position, my work primarily focused on analysis and market research rather than traditional marketing tasks.

Later, I joined a cement company called Maple Leaf. This was my first real exposure to a marketing environment where I was responsible for giving the cement a ‘personality.’ However, things became particularly exciting when I joined Foodpanda in 2020. At that time, they weren’t doing much marketing, and I had the opportunity to help shape their direction. I led the brand and marketing strategy department and was responsible for creating their tagline, “Foodpanda Karo,” along with my team. This experience allowed me to implement many of the marketing strategies that you see Foodpanda using today.

Brandsynario: In your 18 years of experience, one campaign that you are most proud of and why?

Rifah Qadri: Last year, we launched a campaign at Easypaisa called “Audio Nikanama,” which won several awards. This has become my favourite campaign to date. It was also one of the most challenging to execute, primarily due to the taboos surrounding the topic. Many people argued that Easypaisa wasn’t directly related to Nikanama, making it a real challenge to convince them otherwise. In Pakistan, the first time a woman gains financial independence is often when she gets married and receives money from her husband or another source. This moment can be seen as the initial step toward establishing her own financial independence. This is why this campaign is very dear to my heart, and it will always hold a special place for me.

Brandsynario: As a strong advocate for purpose-driven marketing, you’ve likely seen companies struggle to find the right balance between promoting their product and creating a meaningful impact. In your opinion, where is the sweet spot between these two objectives?

Rifah Qadri: It really depends on the specific circumstances and the goals you want to achieve with your brand. You can effectively promote your product while fulfilling both business and brand-building objectives at the same time. There’s no definitive percentage that indicates which is more important; it all depends on your brand’s purpose and the perception your customers have of it. When your brand is built around a clear purpose, customers often remain loyal, viewing it as a long-term investment.

However, it’s also essential to execute product-driven campaigns that generate sales. There isn’t a one-size-fits-all formula for this. For example, last year, we ran a campaign for Easypaisa’s Savings Pocket. This campaign was purpose-driven, highlighting that women’s clothing often lacks pockets despite women being significant financial contributors in their households.

Read More: The Art of Creative Advertising with Bianca Fernandez

Brandsynario: Easypaisa is a major player in Pakistan’s fintech sector. How does the company’s marketing strategy differ from traditional industries, especially when dealing with a tech-savvy yet diverse demographic?

Rifah Qadri: So, our marketing has recently evolved since we’ve converted into a bank. We are now a digital bank, a fully commercial entity. Our competitors are the major players in the traditional banking industry. However, we need to stay true to our unique personality. If you’ve seen our latest campaign, it was based on cats and avoiding difficult banking, keeping this light and fun. Thus, our marketing strategy remains consistent; we are not a traditional bank. We won’t communicate like traditional banks do. We’ll engage you as Easy Pesa because that’s who we are. We don’t take ourselves too seriously; we are a fun brand. Easypaisa connects with you on an emotional level in a lighthearted way. We don’t show you images of buildings or people shaking hands, urging you to trust us. Easy Pesa isn’t just easy; it brings you ease. So, our marketing approach is also straightforward.

Brandsynario: What skills do you think are most important for marketers today to stay competitive, especially in the ever-evolving digital landscape with increasing AI involvement?

Rifah Qadri: Everyone’s talking about AI right now—and honestly, I think it’s a skill we all need to pick up, whether we’re excited about it or not. It’s kind of like when the internet first became a big deal. Back then, everyone had to learn how to use it, and now, AI feels like the next big shift we all need to adapt to. The great thing is, AI can actually help a lot. It can give you clarity, surface insights you might not have found on your own, and offer new perspectives. It’s powerful, and I really believe it’s something we all—myself included—need to get comfortable with.

Another thing that’s just as important, maybe even more so, is persistence. It helps you grow, even when things get tough. Sure, you can learn a lot of skills in school—like the basics of marketing, the difference between creative and non-creative work, or how to build purpose-driven campaigns. Those are all important, but they’re also things most people entering the field already know. What really makes someone stand out are the softer skills—things like being brave, being persistent, and staying curious. And when you combine those soft skills with something like AI, a hard skill that’s only becoming more valuable, that’s where you can really set yourself apart.

Brandsynario: In what ways do you believe that prestigious awards like Spikes Asia significantly empower both aspiring and established marketers in advancing their careers?

Rifah Qadri: I think awards matter—not just emotionally, but from a business perspective too. Of course, it feels great to win one, but award-winning campaigns also tend to get the most traction. Take our work on Audio Nikanama, for example. We won several awards for it last year, and the return on investment was double what we put in. Awards help keep your brand top of line—they draw attention and signal that you’re doing something right. When a campaign wins, it tells you it’s resonated with people. That’s why it’s worth investing in creative campaigns that have the potential to be recognized. Entering award shows like Spikes Asia isn’t just about trophies—it means you’re aiming high and doing great work.

Brandsynario: Lastly, how would you explain to someone the essence and importance of marketing?

Rifah Qadri: If marketing didn’t exist, there wouldn’t be anything else in the world because everything you see is marketing. You wear clothes that come from a brand and reach you through marketing. Whatever you consume, see, buy, or feel is all marketing. So, marketing is all around you. If marketing did not exist, neither the business world nor the world itself would exist. I think that the essence of marketing, which people often don’t understand, is that it is all around you. You’re sitting on a chair, holding a laptop, eating food- all of that involves marketing. If someone hadn’t presented it to you, you wouldn’t be doing it. When you’re making food or watching a video, you’re inspired by it. All these ideas, perceptions, and things you’re consuming are influenced by marketing.

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