BBDO Proximity ‘lights’ Visa up with latest ad campaign

The film capitalises on the growing debit card market in India, e-commerce and the contribution of tier 2 and tier 3 cities towards the growth of companies such as Visa

by Priyanka Mehra
Published - Sep 14, 2012 11:35 PM Updated: Sep 14, 2012 11:35 PM
BBDO Proximity ‘lights’ Visa up with latest ad campaign

Visa India has embarked on a national campaign titled ‘Dream to Advance’ that showcases what the combined power of Visa Debit card, the internet and a dash of faith can achieve for even the most seemingly difficult of situations.

While TBWA\India is Visa’s creative agency of record, this campaign is created by BBDO Proximity that otherwise handles Visa’s digital duties.

For Visa, the campaign comes at a time when the company has spent significant time in understanding the space it wants to occupy and the communication message it wants to drive across its target audiences. Team Visa and Team BBDO India spent time in a “workout session” as Josy Paul, BBDO India Chairman and Chief Creative Officer puts it, to understand key insights in the economic ecosystem that lent the final strokes of the TVC’s on-screen manifestation.

The 60-second film was launched simultaneously on both the digital and mass television platforms to give it incremental reach. The film has already generated substantial response on digital platforms such as YouTube, where it is said to have had the highest number of views in a day for any BFSI (Banking and Financial Services Industry) ad film.

Shubhranshu Singh, Marketing Director, Visa India explained that the campaign has more components that would be unveiled over a period of time. He also said that subsequently in the campaign, 30-second films that are equally “emotive and comprehensive”, would also be released.

He informed, “At the moment we needed a 60-second film to be able to bring out the emotion and create the right connect; to be able to tell a story. But as the campaign moves forward, you will see the shorter version of the film as well.”

While he did not divulge anything on the ad spends, the one thing that Singh did agree was that this was one of Visa’s biggest campaigns in recent times. And BBDO Proximity ensured that the execution of the campaign also left no stone unturned. From working with experts such as lyricist and poet Gulzar to music director Shantanu Moitra, BBDO India ensured it paid attention to every aspect detail of the film. The film has been made in six languages.

Visa’s latest communication, with a distinctive emotional connect, positions the brand as an enabler. While the campaign is still in its initial stages, the approach is a fresh departure from Visa’s earlier advertising. The film has been shot in Kashmir on route to Kargil. It showcases the story of a village teacher who creates a cycle generator to light up the village, using parts that are bought on the internet with his Visa Debit card.

“What we have hopefully done with this film is create a first chapter of an epic. There is no reason why this film does not equally apply to a consumer sitting in a metro on what can be achieved by a debit card. The ‘freedom to go’ context has been developed in an interesting manner. But what was powerful for me was the concept of Visa being a tool for personal progress, and breaking barriers in the process of achieving it. I do believe that as we move forward with this creative line of thinking, we would not only be occupying a space but a territory, which Visa’s ambition has defined very well for us,” said Ajai Jhala, CEO, BBDO India.

Paul added, “We were looking for a larger purpose for e-commerce and Visa debit. This film creates a mass consciousness for advancement.” The campaign also reasserts Visa’s commitment and investment in the India market. The reason to give it this kind of scale was because Visa had identified, given the economic dynamics of the India market, the route that it wanted to build on and the space that it wanted to occupy – of the growth of e-commerce that was seen in smaller towns and cities in India, and the fact that India was becoming a debit card market.

The ad is already playing on most of the mainstream channels including the general entertainment channels. The YouTube version of the TVC that was posted on September 7 by BBDO Proximity has garnered over 85,000 views already, which is no mean feat for the financial services segment.

Visa that has been associated with TBWA\India for about three years now, continues to be engaged with both TBWA\ as well as BBDO Proximity at present.

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