Visa launches new ‘Pay with Confidence’ marketing campaign in India

The new campaign has been created by BBDO and is targeted towards Visa Debit cardholders in Tier II and III cities, who are helping to drive the significant growth of e-commerce in India

e4m by exchange4media Staff
Updated: Sep 23, 2014 7:12 PM
Visa launches new ‘Pay with Confidence’ marketing campaign in India

Visa, the global leader in payments, has launched a new marketing campaign to give consumers the confidence to make purchases online with their Visa Debit card.

The new campaign has been created by BBDO and is targeted towards Visa Debit cardholders in Tier II and III cities, who are helping to drive the significant growth of e-commerce in India - as they now have access to goods and services that earlier were not available in their town.

According to Uttam Nayak, Global Head of Emerging Markets Digital and Group Country Manager India & South Asia, Visa, “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.”

The campaign demonstrates the "initial hesitation or nervousness” of doing something for the first time and shopping online; each payoff as being the joy of accomplishment in new unfamiliar situations, thanks to the reliability of a trusted, innovative brand such as Visa. In each story, the protagonist is shown accomplishing an activity out of their comfort zone paired with using their Visa Debit to make an online transaction. The films also highlights the Verified by Visa process, one of many Visa’s advanced security features that keep consumers online transactions safe and secure. In line with our target audience’s sensibilities, the creative is light-hearted, humorous and showcases real people.

Rajiv Kapoor, Head of Marketing Asia Pacific, Visa, said: “In Tier II and III locations, e-commerce has not only transformed Indian’s options for access and choices, but has also allowed them to fulfil their 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.”

Elaborating on the campaign, Josy Paul, Chairman and Chief Creative Officer BBDO India commented: "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.”

The new campaign will be showcased across TV, digital and social media channels to target consumers along their online path to purchase. The first commercial in the series, “Surprise Gift”, has received more than two million YouTube views within the first 10 days of its release and can be viewed here:

The campaign has been translated into four main regional languages - Tamil, Telugu, Bengali and Kannada - and incorporates iconic Hindi songs like 'Roop Tera Mastana' and 'Hawa Ke Saath Saath' to add to the humour of the situation.

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