EFU Life Partners with Mindshare to drive digital transformation.

Karachi: Mindshare has partnered with EFU Life, a leading life insurance and family takaful
provider, to drive the brand’s digital marketing strategy. This collaboration aims to
introduce a data-driven media approach that communicates the benefits and importance of
life insurance and financial well-being.
Mr. Mohammed Ali Ahmed, CEO & MD EFU Life, expressing his thoughts on the partnership
said, ‘Leveraging on all digital channels for engaging with potential and existing customers,
and tapping into new segments is a key part of EFU Life’s strategy. With this partnership,
our goal is to leverage the media expertise of Mindshare to curate effective communication
and use data to enhance the impact of our outreach.”
Amna Khatib Paracha, CDO of GroupM & MD of Mindshare, added, ‘At GroupM, we believe
in bringing data upfront into our strategies and tailoring the communication based on the
needs of businesses and audiences. With EFU’s market approach and Mindshare’s media
expertise, we aim to elevate the online presence of the insurance industry.”
Mindshare operates as an agency under the umbrella of GroupM Pakistan, renowned for its
digital and media services provided to businesses across Pakistan. GroupM Pakistan serves
as a regional entity of GroupM Global, operational in regions including Asia, Australia, the
Middle East, and Europe.