Warba Bank wins 'Life Changing in Society' award for 'Basma' campaign
In a new regional achievement that reinforces its prestigious position in the Islamic banking services sector and social responsibility, NBK announced its win of the “Changing Lives in the Community Award,” presented by The Card and Payments Awards Middle East, for its innovative “Basma” campaign, launched in collaboration with the distinguished gaming platform “Dabdoub.” The “Changing Lives in the Community Award” is one of the most distinguished categories in the payments sector; it is awarded to institutions and financial technology solutions that succeed in going beyond traditional banking transactions by leveraging payment cards and innovative solutions to create tangible community value, support charitable work, and achieve a sustainable positive impact that directly affects people’s lives.
The award was accepted on behalf of NBK by Muneed Issa Burhamah, Manager of Product Development and Customer Segments at the bank, during the awards ceremony held in Dubai, United Arab Emirates, attended by a select group of senior leaders from the banking, technology, and financial sectors in the region.
Speaking on this exceptional recognition while accepting the award, Muneed Burhamah, Manager of Product Development and Customer Segments at NBK, said, “Standing on the podium and receiving the Changing Lives in the Community Award at the regional level is a great source of pride and honor for the entire NBK family. This prestigious regional recognition is a living affirmation of the correctness of our strategic direction and a testament to our delivery of empowering developmental experiences that go beyond the boundaries of traditional banking to touch deeper human and community issues.”
He added, “Our goal at NBK has always been to contribute to empowering people and society and creating unique value. The Basma campaign embodied our core values of innovation, collaboration, and social responsibility. Through this initiative, we aimed to demonstrate how our everyday banking cards can transform into tools that make a real difference in the lives of others, bringing smiles to the faces of our orphaned children on happy Eid days.”
The “Basma” campaign achieved remarkable success and widespread community engagement during the holy month of Ramadan. Its concept encouraged NBK customers holding VISA cards (including Visa Signature, Visa Platinum, and prepaid cards) to use their cards for purchases at cooperative and consumer stores during the blessed month, in collaboration with the orphanage under the Ministry of Social Affairs. The bank donated 10% of the total value of customers’ purchases to buy Eid al-Fitr gifts for orphaned children via the “Dabdoub” platform, without imposing any additional cost or deductions on the customer; NBK covered all costs entirely, allowing customers to contribute to charity automatically and seamlessly during their daily shopping.
In this context, Burhamah explained, “During Ramadan, many initiatives focus on food baskets and iftar meals. However, at NBK, we wanted to complete the message of giving with a different human dimension that evokes joy and happy memories for an orphaned child on the morning of Eid. True giving is not limited to meeting basic needs; it extends to making this precious group feel that they are an integral part of society.”
This win underscores NBK’s commitment to its vision of opening opportunities through unique values and its mission to provide empowering experiences and sustainable growth. It also highlights the bank’s role in integrating financial technology and banking cards with community programs, aligning with Kuwait Vision 2035 and the bank’s strategy for sustainable growth and social responsibility.
The “Changing Lives in the Community Award” highlights initiatives that use payment and card technologies to support communities and charitable activities. The global and regional list of winners included institutions that succeeded in innovating fundraising methods and supporting humanitarian causes through smart payment solutions.
Burhamah concluded his statement by saying, “We consider this award an additional motivation for NBK to continue developing banking products and services that integrate digital innovation with positive community impact, reaffirming our enduring commitment to being the best financial and community partner for our customers.”
The Card and Payments Awards are among the most prominent specialized recognition events in the payments and financial services sector in the region. They are evaluated by an independent jury panel comprising a select group of experts. The awards aim to honor distinguished initiatives, innovations, and successful experiences in the fields of financial technology, credit cards, social responsibility, and innovative solutions that contribute to the development of the payments industry and service to society.
