In a country of 160 million, only 600,000 relationships account for 1.5 million credit cards. Launched in November 2007, HBL Credit Card aims to substitute cash and grow the category in a cash-centric market.The campaign demonstrates how credit cards benefit the consumer in relevant spend occasions. Each of the three executions highlights everyday challenges faced by consumers, setting the problem situation for our hero. His alter ego then intervenes with the HBL Credit Card, enabling him to fill the financial gap and “Get more from life!” The campaign uses innovative iconography to lend modernity to an otherwise vanilla product.