Visa has rolled out two ad films conceptualised by BBDO India to communicate its safety features, beckoning first-timers to try buying online.
The films were released on 25 August (surprise gift) and 5 September (parasailing) . They will be featured across TV, digital and social media channels, in Hindi and four regional languages.
One of the films features a married, middle-class couple. The husband has surprised his wife by buying her some lingerie (online). He holds up the garment as he stands at the foot of the bed, with a hesitant look on his face. The wife, seated on the bed, is embarrassed but eventually smiles her approval and runs up to hug him. A voice over talks about the hesitancy faced by those shopping online, and delivers the message that with Visa’s advanced security features, payments are completely secure.
Another film follows on similar lines. It features a lady who is trying out parasailing for the very first time. As she begins to scream, her husband records her ordeal. When she gets used to the height, she begins to enjoy the experience.
Both films end with the super, “Be everywhere you want to be.”
UttamNayak, global head of emerging markets digital and group country manager India and South Asia, Visa, said, “Over the last few years there has been a positive change in consumer perception, approach and purchasing behaviour towards online shopping. More and more people are now shopping online, which has resulted in offering equal opportunity to everybody, irrespective of where they belong. Visa works with millions of merchants both within and outside the country, to ensure that shopping with a Visa Debit card, is safe and secure.”
Rajiv Kapoor, head of marketing Asia Pacific, Visa, added, “In Tier II and III locations, eCommerce has not only transformed an Indian’s options for access and choices, but has also allowed him/her to fulfil his/her dreams and aspirations. We want cardholders to feel confident to shop online for whatever they want or need - without worry due to payment concerns. The new campaign uses memorable situations to educate the cardholder about the security of paying online with a Visa Debit card to achieve their everyday aspirations.”
Josy Paul, chairman and chief creative officer, BBDO India, said, "Through this campaign we are trying to empower more and more Indians to be where they want to be by using the power of the internet and their Visa Debit cards. As new towns and corners of India embrace e-commerce with first time purchases, it creates fresh enjoyable moments that are filled with innocence and joy. The possibilities are endless.”
Client: Visa India
Agency: BBDO India
Chief creative officer: Josy Paul
Chief executive officer: Ajai Jhala
Sr. creative director: Hemant Shringy and Sandeep Sawant
Creative team: Hemant Shringy, Sandeep Sawant, Sanket Mhatre, Vivek Unnikrishnan
Planning: Rajat Mendhi, Naina Meattle
Vice president: Sidheshwar Sharma
Account management: Aleesha Patel, Alfie Saldhana, Gaurav Bhagat
Production house: Red Ice
Director (film): Vijay Maurya
Executive producer: Gary
Producer: Vandana Singh