The bank has announced its new brand position ‘uthao pehla qadam’, which is a direction towards enabling its customers to develop the confidence they need to take the first step towards becoming financially independent. The bank recently held an internal launch in Islamabad and had representatives from Telenor Group, Ant Financial along with the senior leadership team to introduce the new brand position to coworkers and colleagues. Aslam Hayat, Acting CEO of Telenor Microfinance Bank, said “We are looking to develop a much deeper connection with our audience as well as clearly communicate the organisation’s goal which is to empower and enable the unbanked and under-banked individuals to take control of their lives.” The bank’s main objective behind their campaign is to give all unbanked and under-banked citizens of Pakistan the tools necessary to not only provide for themselves and their families but also make major contributions towards Pakistan’s formal financial system and ultimately help its economy grow and prosper.