Visa, the global leader in payments technology, has launched a campaign ‘Tap to pay with Visa. Just like that.’ with an aim to promote contactless everyday payments in India.
Isobar India, the digital agency from the house of Dentsu Aegis Network, the core communications and creative partner, has not only conceptualised and built the ‘Just like that.’ platform across TV, digital, OOH and print but has also spearheaded the campaign’s TVC.
TR Ramachandran, Group Country Manager for India and South Asia, Visa, said, “The campaign, ‘Tap to pay with Visa. Just like that.’ is designed to drive consumer awareness of contactless payments by drawing attention to their simplicity. Through this campaign, we are trying to induce a change in consumer habit, showcasing that payments can be a lot simpler than you think. Visa data shows that the lion’s share of face-to-face transactions, about 87%, is of below Rs 2,000, also the threshold for contactless transactions. We are constantly working to transform digital payments through technology and a contactless card makes such payments frictionless. The campaign brings to life the thought that a tap, a simple action we inadvertently do every day, can mean much more and can actually help make everyday payments simple.”
On the launch of the campaign, Shamsuddin Jasani, Group MD, Isobar, South Asia, said, “We are very excited and honoured that Visa has believed in us to work on such an important campaign. The work we have done on this campaign reflects our ethos of ideas without limits. I am really proud of the team that has been able to transcend mediums to deliver this project.”
Speaking about the campaign, Anish Varghese, National Creative Director, Isobar India, said, “The brief was pretty simple: ‘How can we drive the practice of Visa’s contactless card for everyday spends?’ When we dug deep, we realised it’s a complete behaviour change — from dipping to tapping of the card. We looked for a lingo that millennials can relate to and a behaviour that an older audience can adapt. Tapping has been a part of our culture since ages, be it dance forms like Odishi or Bharatnatyam, or even playing an instrument like the tabla or a cajon. We even tap a piece of furniture before buying. That’s precisely why we weaved this campaign around the cultural insight of tapping, and narrated it as ‘Tap to Pay with Visa. Just Like That.’ which is relatable, authentic and captures the brand’s unbound spirit.”
The TVC focuses on situations that depict the way a person taps in everyday life — like an Odissi dancer tapping her feet; tapping a spatula while cooking; double tapping to ‘like’ something on social media, or children tapping their feet while playing hopscotch in the streets. It then goes on to show how to make a payment with a Visa contactless card by simply tapping on a payment terminal. It draws from the local colloquialism to convey the simplicity and convenience of making cashless payments through the card and creating a payment experience for cardholders, just like that.
Tap to pay with Visa. Just like that.
Creative Agency: Isobar India
Executive Vice-President: Shekhar Mhaskar
National Creative Director: Anish Varghese
Business Head: Prashant Lodaya
Creative Director: Ranjeet Kumar
Account Lead: Varun Mundra
Art Team: Nikhita Sancheti, Mayuri Hukeri, Lekha Kambli and Salman Shaikh
Copy Team: Amrita Dey, Abhimanyu Rathore and Kenneth Keymer
Social Media Team: Saumya Chitravanshi and Percy Karat
Agency Head of Films: Taj Ali Naqvi
Associate Agency Producer: Ronit Deb
Production House: Offroad Films
Director: Azim Moollan
Executive Producer: Khalil Bachooali
Producer: Anirudh Sharma