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Visa launches ambitious ‘Dream to Advance’ campaign

Conceptualised by BBDO Proximity India, the campaign is a narrative of a young man who is able to achieve his dream for his village by using Visa Debit

BestMediaInfo Bureau | Delhi | September 19, 2012

Visa has launched its nationwide campaign Dream to Advance showcasing how Visa Debit helps fulfill dreams of Indians – no matter where they are. A story told on television, Dream to Advance urges every Indian consumer to explore, discover and realise their dreams.

Dream to Advance highlights the benefits of e-commerce and Visa Debit, which enables consumers achieve their ambitions, even if access to financial services in their small towns is limited.The new television campaign went on air recently.

The concept and story created by BBDO Proximity India, the campaign Dream to Advance is a narrative of a young man who is able to achieve his dream for his village by using Visa Debit. It’s a collaborative effort, dialogues written by Gulzar and directed by Amit Sharma from Chrome Pictures, with legendary music director, Shantanu Moitra who has composed the background score for the emotive commercial. The commercial is shot in Kashmir, the backdrop of some of the most memorable moments in Indian cinema.

Speaking on the campaign, Uttam Nayak, Group Country Manager, India and South Asia, Visa, said, “With the increasing use of Debit and eCommerce across India including smaller towns and cities, Visa believes in providing accessibility to Indians living anywhere in India to fulfill their dreams. Our new campaign is targeted at the common man and his aspirations. No matter in which corner of the world you are, Visa Debit can help you realise your dreams.”

E-commerce, combined with electronic payments, is increasing accessibility and providing a higher degree of convenience for consumers. For those belonging to non-metro areas, the shift is empowering and creates a level-playing field as they can now buy the same products that their urban counterparts can. This has helped both e-commerce and the adoption of electronic payments in India’s hinterland.

The TVC:



Client: Visa India

Agency: BBDO/Proximity India

Chief creative officer: Josy Paul

Executive creative director: Raj Deepak Das

Creative director and writer: Vikrant Yadav

Creative director (Art): Sandeep Sawant

Planning: Ajai Jhala and Rajat Mendhi

AVP: Shefali Kothari

AVP (Digital): Punit Singh

Account management: Sherwan Ahsan, Mehak Batra

Production house: Chrome Pictures Pvt Ltd

Director: Amit Sharma

Producer: Prafull Sharma

Dialogue: Gulzar saab

Music: Shantanu Moitra

DOP: Anay Goswani

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