The campaign, conceptualised by BBDO, is targeted at Visa Debit card holders in tier 2 & 3 cities, who are helping drive the significant growth of e-commerce in India
BestMediaInfo Bureau | Mumbai | September 22, 2014
Visa, the global technology leader in payments, has unveiled a new marketing campaign to give confidence to consumers to make purchases online with their Visa card. The campaign, conceptualised by BBDO India, is targeted towards Visa Debit card holders in tier 2 and 3 cities, who are helping drive the significant growth of e-commerce in India.
Two films have been released as part of this campaign and they demonstrate the âinitial hesitation or nervousnessâ of doing something for the first time. It shows each payoff as being the joy of accomplishment in new unfamiliar situations, thanks to Visa. In each story, the protagonist is shown accomplishing an activity out of his/her comfort zone, paired with using their Visa Debit card to make an online transaction. The films also highlight the âVerified by Visaâ process, which is one of the companyâs many advanced security features that keep consumersâ online transactions safe and secure.
In line with the target audienceâs sensibilities, the creative is light-hearted, humorous and showcases real people. Iconic Hindi songs like 'Roop Tera Mastana' and 'Hawa Ke Saath Saath' have been incorporated in the films, to add to the humour of the situation.
The first commercial in the series, âSurprise Giftâ, shows a hilarious, awkward situation of buying lingerie for the first time online. It has received more than two million YouTube views within the first day of its release. The second film âParasailingâ shows the hesitation and fear of a woman who tries parasailing for the first time. But after sometime, she starts having fun. The campaign has been translated into four regional languages - Tamil, Telugu, Bengali and Kannada. TV, digital and social media channels have been used to target consumers along their online path to purchase.
Commenting on the campaign, Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, "Through this campaign we are trying to empower more and more Indians to be where they want to be, by using the power of the internet and their Visa Debit cards. As new towns and corners of India embrace e-commerce with first time purchases, it creates fresh enjoyable moments that are filled with innocence and joy. The possibilities are endless.â
Uttam Nayak, Global Head of Emerging Markets Digital and Group Country Manager India & South Asia, Visa, said, âOver the last few years, there has been a positive change in consumer perception, approach and purchasing behaviour towards online shopping. More and more people are now shopping online, which has resulted in offering equal opportunity to everybody, irrespective of where they belong. Visa works with millions of merchants, both within and outside the country, to ensure that shopping with a Visa Debit card is safe and secure.â
Client: Visa India
Agency: BBDO India
Chief Creative Officer: Josy Paul
Chief Executive Officer: Ajai Jhala
Senior Creative Director: Hemant Shringy, Sandeep Sawant
Creative Team: Sanket Mhatre and Vivek Unnikrishnan
Planning: Rajat Mendhi and Naina Meattle
Vice-President: Sidheshwar Sharma
Account Management: Aleesha Patel, Alfie Saldhana, Gaurav Bhagat
Production house: Red Ice
Director: Vijay Maurya
Executive Producer: Gary
Producer: Vandana Singh