Visa goes tongue-in-cheek to woo first time online shoppers

BBDO's new commercial for Visa is part of the brand's ongoing 'Pay with Confidence' campaign and reconnects to Visa's central idea of 'Everywhere you want to be'

BestMediaInfo Bureau | Mumbai | October 21, 2015

Click on the image to watch the TVC.

BBDO India has created a new tongue-in-cheek commercial for Visa as part of the brand's ongoing 'Pay with Confidence' campaign, encouraging first time online shoppers from tier II and tier III towns to make purchases online without hesitation.

Reconnecting to Visa's central idea of 'Everywhere you want to be', the film opens the possibilities of starting to shop online. The film is based on a unique situation where a man looks nervous about using waxing strips for the first time with the wish to get a perfect beach body on the one side and the fear of shopping online on the other. It is the story of his growing hesitation till the time he overcomes it for the first time. The film goes on to re-assure new shoppers by showcasing Visa's two-factor security feature Verified by Visa. The film ends with the guy confidently flaunting his body on the beach while girls check him out. Thus, convincing the viewer that 'Everywhere you want to be' is actually possible with Visa.

Research shows that while 60 per cent of Indians from semi-urban households want to shop online, most are hesitant the first time around. With advanced security features, Visa enables consumers to confidently shop online with their Visa Debit Card. The newest film from the 'Pay With Confidence' campaign is based on the insight 'Pehli baar kuch naya try karne me thodi hichkichahat toh hoti hi hai' (There will be some hesitation while trying out something new for the first time) and highlights the fact that even though you will hesitate to do something for the first time, once you do it, there's no looking back.

Josy Paul

Josy Paul, Chairman & Chief Creative Officer, BBDO India, elaborated, “Through this campaign we are empowering more and more Indians to be where they want to be by using the power of the Internet and their Visa Debit Cards. As newer towns and corners of India embrace e-commerce with first time purchases, it creates interesting awkward moments that are entertaining and filled with innocent joy. Even the old Bollywood song gets a fresh visual take.”

The idea behind the film is to address the hesitation and experiences of a semi-urban Indian with something that he/she hasn't done before. The film is comical yet relatable, be it the look on the man's face when he waxes for the first time or how he pulls in his paunch when a girl on the beach checks him out. Ultimately, it encourages viewers to make online payments with confidence and use Visa as a preferred and secured payment partner.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Visa

Creative agency: BBDO India

Josy Paul - Chairman and CCO

Ajai Jhala - CEO

Vikram Turakhia - Account Director

Sandeep Sawant - ECD

Hemant Shringy - ECD

Gaurav Bhagat - Senior Account Executive

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