Visa motivates consumers to ‘Go’ around the world

Visa has launched its first global campaign ‘More people around the world go with Visa’. The overall campaign has been conceptualized by TBWA Worldwide which won the global creative account last year. However, it has been localized for most markets.

In India, the local elements in the TVC titled ‘Gofesto’ and the print campaign have been designed by TBWA India. The campaign debuted in India on 11 March, 2009.The film talks about the idea that life is not about collecting possessions, but is about collecting experiences. Watch the global TVC here:



Visa launched the global campaign at this point in time because it has finished one year of being an integrated company after the six Visa regions merged into one.  The company plans to leverage the campaign as a cost efficient tool for corporate advertising and also for specific product advertising.

Says Saurav Bhattacharya, marketing director, South Asia, Visa, “Our main objective was to create a campaign that would migrate consumer and business spending from cash and checks to the better form of electronic payment.”

He adds, “The campaign needed to have a global omnipresence but local inclusiveness. It also had to be a blend of modernity and tradition.”

The media mix includes TV, print, outdoor and online.