KARACHI: In a blatant violation of ethical standards or a striking display of non-professionalism, Telenor Bank/Easypaisa has showcased key members of its public relations agency as customers in its annual report.
The 2023 annual report of Telenor Bank/Easypaisa features “Customer Stories,” highlighting individuals who purportedly benefited from the bank’s services. However, those sharing their experiences are, in reality, officials of Media Matters, the PR agency responsible for managing the bank’s media relations.
Screenshot of the annual report page
One such case is Ms. Sumaiya Rahu, an office-bearer at Media Matters, who is quoted in the report as a customer, praising Easypaisa’s role in managing her daily expenses. Similarly, Mr. Arshad Ali, a content writer at the same agency, is featured as a customer lauding Telenor Bank’s digital loan facility for assisting him in times of need.
The pattern continues with Mr. Moiz Hakimuddin, Assistant Manager Accounts at Media Matters, who shares a testimonial about the bank’s online fund transfer feature aiding him during an emergency. Likewise, Ms. Rida Asif, who is either currently employed or has previously worked at Media Matters, recounts her positive experience with Easypaisa’s Doctor Miniapp during a trip to the northern areas.
Furthermore, Media Matters’ Communication Manager, Mr. Imad Ali, is also presented as a customer, commending Easypaisa’s insurance feature in the annual report.
Notably, the report includes photographs of these so-called customers, who, in reality, are employees of the PR agency engaged by Telenor Bank.
Linkedin profiles of the employees
Easypaisa recently received a digital banking license, which requires strict compliance with regulatory standards. However, their marketing practices appear to violate SBP policy guidelines on operational transparency and consumer rights.
According to industry experts, such practices are not only unethical but also highlight a concerning lack of professionalism on the part of the bank. Misrepresenting PR officials as customers raises serious questions about the credibility and transparency of the institution’s marketing strategies.
PTA and SBP must address this misleading and deceptive attempt to manipulate public opinion. Telenor is preventing genuine customers from expressing their feedback on Easypaisa’s services, which is concerning.
Link of annual report: https://easypaisa.com.pk/FinancialStatementsAnnualReport/Annual/Annual-Report-2024-Final-Version-Upload-5-4-2024-1.pdf
