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Visa's new campaign focuses on a first-time online shopper’s hesitation and excitement.
COMMENTS PRINT
  • Agency BBDO India
  • Production house Red Ice
  • Tagline Everywhere you want to be
  • Campaign duration 1 month
  • Languages Hindi, Tamil, Telugu, Bengali and Kannada
  • Channels  All channels

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As the camera zooms out from her face, the 20-something lets out a scream of horror, which soon turns into delight — her first paragliding experience wasn’t bad. Another TVC from the same series shows a husband awkwardly presenting lingerie to his wife, with the sultry Roop tera mastana playing in the background. With these ads, Visa India kicked off its campaign to promote online payment services in tier 2 and tier 3 cities. Uttam Nayak, group country manager, South Asia, Visa, says, “There has been a positive change in consumer perception and purchasing behaviour. More people are now shopping online, no matter where they live.” Rajiv Kapoor, head of marketing, Asia Pacific, Visa, adds, “We want customers to shop online confidently, without payment concerns.”

While its previous campaign revolved around individual progress for societal benefit, this one focuses on a first-time online shopper’s hesitation and excitement. The films show the protagonists stepping outside their comfort zone, aided by online transactions, and use vintage Bollywood songs to add to the situation. Says Josy Paul, chairman and CCO, BBDO India, “We are trying to empower Indians to be everywhere they want to be through the internet and Visa cards. As towns in India embrace e-commerce, it creates moments of innocence, joy and endless possibilities.”

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