Visa has launched a new marketing campaign in India to give consumers the confidence to make purchases online with their Visa Debit card.
The new campaign, created by BBDO, is targeted towards Visa Debit cardholders who are helping to drive the significant growth of eCommerce in India. The new campaign will run on TV, digital and social media channels to target consumers along their online path to purchase.
The campaign demonstrates the initial hesitation of doing something for the first time and shopping online. In each story, the protagonist is shown accomplishing an activity that is outof his comfort zone, with a payoff in new unfamiliar situations – all through the Visa Debut card in order to make an online transaction.
Originally in Hindi, the campaign has also been translated into four 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. The films also highlight the Verified by Visa process, one of Visa’s advanced security features that keep consumers’ online transactions safe and secure.
The first commercial in the series, “Surprise Gift”, shows a hilarious awkward situation of buying lingerie for the first time online. However, the couple portrayed in the ad are shown to be extremely excited about the purchase, thanks to VISA.
Uttam Nayak, global head of emerging markets digital and group country manager (India & 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: “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”