"As one of the leading local financial services provider in the UAE, Emirates NBD has always been committed to leading the community to financial well being," said Vikram Krishna, Head - Group Marketing & Customer Experience, Emirates NBD. "The "Pay Yourself First" initiative and pledge, which encouraged and facilitated people to develop smart saving habits, received tremendous response from the community, as it responded to a deeply felt need among the residents. We are truly proud to have received the highest honour from The Effies for this pure CSR initiative, which underlined Emirates NBD's role as a responsible, caring, financial industry leader." The campaign was created by FP7 UAE, Emirates NBD's marketing agency, via integrated marketing channels including social media and public service advertising.