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Visa extends #KindnessIsCashless campaign with digital film

Conceptualised by BBDO India, the campaign showcases a role reversal with the younger generation teaching elders to go cashless

BestMediaInfo Bureau | Mumbai | March 9, 2017

KindnessIsCashless Click on the Image to watch the TVC.

Visa has launched its first long format digital film on #KindnessIsCashless, a movement created in December 2016 following the Indian government’s demonetisation drive. As the nation was going through a cashless transformation, the campaign was built on the key consumer insight – small acts of kindness.

The campaign that started with print, outdoor, social and digital channels has been conceptualised by BBDO India and captures how the younger generation helps hesitant elders to go cashless.

The film is a story of role reversal where a young college student teaches his teacher how to go cashless. In the film we see a professor who is struggling due to lack of cash and change but a student helps him to go cashless, thus becoming his teacher.

“Great marketing transcends functional messages and manages to capture the zeitgeist of the moment. Our goal with the Visa #KindnessIsCashless campaign was to tap into a cultural movement we saw emerging in India. We wanted to celebrate the goodness from demonetisation rather than the pain points. At the heart of our work is a simple and powerful insight that the younger generation is teaching their elders how to go cashless. Our campaign aims at celebrating, and encouraging all the people creating the new digital India,” said Frederique Covington, Senior Vice-President, Marketing, Asia Pacific, Visa.

Josy Paul Josy Paul

Speaking about the film and the campaign, Josy Paul, Chairman & Chief Creative Officer, BBDO India, said, “Everybody was talking about demonetisation. But in this disruptive transformational time, something very profound was taking place. We noticed more and more people stepping forward to help. Strangers helping strangers, it was a new kind of volunteerism, a unique explosion of kindness. That’s how we created the platform #KindnessIsCashless. Our film is one such evocative story.”

Hemant Shringy Hemant Shringy

“We know people want to help. All they need sometimes is a small act that can make a big difference. That’s what this film is about. Making digital payments comes naturally to us, #KindnessIsCashless encourages millennials to reach out and teach someone how to go cashless,” added Hemant Shringy, Executive Creative Director, BBDO India.

Listing the three forces behind the campaign, Ajai Jhala, CEO, BBDO India, said, “#KindnessIsCashless is borne out of the fusion of three forces – a massive national social context (demonetisation), brave and inspirational clients who inspired us to break from the past, and an amazing agency team that challenged the category codes and captured the zeitgeist of millennials stepping forward with little acts of kindness to do their bit for society and the nation. No force can stop a juggernaut of an idea birthed from such a potent combination.”

The film will play out on social digital online, cinemas and TV channels.

The TVC:



Client: Visa India

Creative agency: BBDO

Chairman & CCO: Josy Paul

CEO: Ajai Jhala

ECD: Hemant Shringy, Sandeep Sawant

EVP Planning: Rajat Mendhi

Sr Creative Director: Balakrishna Gajelli

Copywriter: Hemant Shringy, Yash Modi

Account Director: Shrutika Sinha

Account Executive: Shonali Hazari

Agency Producer: KV Krishna

Director: Shimit Amin

Producer: Gary Grewal

Production House: Red Ice

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