Visa has unveiled its latest India campaign, 'Infinitely More', and announced Shah Rukh Khan as its new brand ambassador for the market. The campaign reflects changing consumer aspirations in India, where affluent audiences are increasingly prioritising experiences over ownership and seeking more meaningful ways to engage with travel, dining, wellness, entertainment and lifestyle opportunities.
The initiative positions Visa as an enabler of experience-led living, highlighting the role of seamless, secure and rewarding payment solutions in helping consumers access experiences across categories and geographies.
According to insights from Visa's VCA Whitepaper, 'India's Affluent Economy 2025–2026', affluent consumers are increasingly choosing experiences that are more personal, purposeful and aligned with their lifestyles. The campaign builds on this shift, presenting aspiration as being shaped not only by what consumers own, but also by how they explore, engage and connect with the world around them.
At the centre of the campaign is the partnership between Visa and Shah Rukh Khan. The company says the collaboration brings together two globally recognised and trusted brands, reflecting the outlook of modern Indian consumers who are increasingly confident, globally connected and experience-driven.
As part of the campaign, Visa has also introduced Visa.co.in, a platform designed to help consumers discover curated experiences and benefits. The platform brings together offers and privileges across travel, dining, entertainment, wellness and other lifestyle categories, providing eligible cardholders with access to a range of rewards and experiences.
With acceptance across more than 200 countries and territories and over 175 million merchant locations worldwide, Visa continues to focus on enabling secure and frictionless payments for consumers travelling and transacting globally. Through its ecosystem and the newly launched platform, the company aims to strengthen its position as a facilitator of connected and experience-focused lifestyles.
Gaurav Ramdev, head of marketing, India and South Asia at Visa, said: “The modern Indian affluent consumer is increasingly global, discerning, and experience led. Shah Rukh Khan (SRK) embodies this mindset perfectly - iconic, aspirational, and trusted. That’s the story we bring to life with ‘Infinitely More’.
This partnership is a natural extension of Visa’s legacy of aspirational storytelling that reflects the cultural zeitgeist - stylish, global, and larger-than-life. With ‘Infinitely More’, we build on that legacy to represent the aspirations of today’s India, with SRK at the center of an iconic narrative.
The 'Infinitely More' campaign also pays homage to Visa’s classic campaigns by featuring an Orangutan and the same Tuk Tuk Driver who was present in Visa’s previous international films - drawing from some of our most memorable campaigns. Together, it reinforces Visa’s role as a trusted enabler of progress for today’s consumer - powering a more elevated, experience-led lifestyle through global acceptance, security, and seamless access.”
The campaign incorporates references to Visa’s earlier global advertising, including the return of an orangutan character and a tuk-tuk driver featured in previous international campaigns. These creative callbacks are intended to connect the new campaign with the brand’s longstanding advertising heritage while reinforcing its contemporary proposition.
Shah Rukh Khan said: “The most meaningful experiences are defined not just by the destination, but by how we experience the journey along the way. I am delighted to partner with Visa - an iconic brand that enables you to move through the world with confidence, security, and ease. For me, it’s a natural fit, because in every journey that has mattered, Visa has been everywhere I want to be.”
The campaign was developed by Publicis Groupe South Asia. Rajdeepak Das, cco, Publicis Groupe - South Asia and chairman, Leo - South Asia, said: “For today’s affluent consumers, true luxury is not just about what you own, but what you can access. Our film celebrates how Visa ‘Infinitely’ opens the door to a world of curated experiences that make everyday moments feel extraordinary with a simple tap. Shah Rukh Khan was the perfect embodiment of this idea, bringing together a world of aspiration, charm and possibility. The soundtrack, ‘Paisa Hai Paisa’, takes on a playful new meaning here. We have created a fast-paced, high-energy, cinematic narrative and packed it with many references like metaphorical easter eggs including the tuk-tuk, the orangutan as a throwback - all coming together in this larger-than-life piece. Every frame is designed to reveal something unexpected, reflecting the breadth of privileges that Visa offers.”
Through 'Infinitely More', Visa seeks to strengthen its connection with affluent consumers by aligning its brand proposition with evolving definitions of lifestyle, access and aspiration. The campaign underscores the company's role in enabling experiences that extend beyond transactions, supporting consumers as they navigate an increasingly connected world.
