Shah Rukh Khan is more than just the king of Bollywood in Visa’s experiences-first push

Visa has appointed Bollywood superstar Shah Rukh Khan as its new brand ambassador for India, as the payments giant looks to strengthen its connection with a growing segment of affluent consumers seeking experiences over ownership.

The partnership launches alongside Visa's new India campaign, "Infinitely more", which is anchored in what the company describes as a shift in consumer aspirations. According to Visa, affluent consumers in India are increasingly prioritising personalised, purposeful and experience-led lifestyles over traditional status symbols.

The move is backed by findings from Visa's "India's Affluent Economy 2025–2026" whitepaper, which found that consumers are increasingly choosing experiences that align with how they want to live, travel and engage with the world around them.

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In a statement, Visa said Khan's global appeal, enduring relevance and trusted reputation made him a natural fit for the campaign. "Shah Rukh Khan embodies this mindset perfectly – iconic, aspirational and trusted," said Gaurav Ramdev, head of marketing, India and South Asia at Visa. "The modern Indian affluent consumer is increasingly global, discerning and experience-led. That's the story we bring to life with 'Infinitely more'.

He added that the partnership is a natural extension of Visa's legacy of aspirational storytelling that reflects the cultural zeitgeist – stylish, global and larger than life. "With 'Infinitely More', we build on that legacy to represent the aspirations of today's India, with Khan at the centre of an iconic narrative," said Ramdev.

As part of the campaign, Visa has also launched Visa.co.in, a platform designed to help eligible cardholders discover curated experiences across travel, dining, wellness, entertainment and lifestyle categories.

The campaign film follows Khan on a globe-trotting journey across a series of premium experiences unlocked with a tap of his Visa card. It opens with the actor walking through a hotel lobby before emerging onto a quiet street. After tapping his Visa card, the setting transforms into a bustling street inspired by China, complete with food vendors, musicians and cheering crowds. Khan then charms a taxi passenger with a flower before paying for her ride with another tap of his card.

The journey continues to what appears to be a luxury dining destination in Singapore, where diners from different cultures gather around the table. From there, Khan is transported to a Muay Thai ring in Thailand, where performers in traditional costume welcome him before he steps into the ring as a referee.

A tuk-tuk ride then whisks him to a high-fashion runway featuring a nod to the iconic red heel from The Devil Wears Prada, before the film concludes with Khan boarding a plane and telling viewers they can experience "infinitely more with Visa Power".

Set to a reimagined version of the classic song Paisa Hai Paisa, the campaign shifts the focus from spending power to access, positioning Visa as an enabler of richer travel, dining and lifestyle experiences. The film also includes several easter eggs, including the return of a tuk-tuk driver and orangutan from previous Visa campaigns.

Rajdeepak Das, chief creative officer of Publicis Groupe South Asia and chairman of Leo South Asia, said the creative idea was inspired by changing perceptions of affluence. "For today's affluent consumers, true luxury is not just about what you own, but what you can access," he said.

"Shah Rukh Khan was the perfect embodiment of this idea, bringing together a world of aspiration, charm and possibility. We created a fast-paced, high-energy cinematic narrative packed with references and metaphorical Easter eggs that reflect the breadth of privileges Visa offers," added Das. 

Speaking about the partnership, Khan said the collaboration felt like a natural fit. "The most meaningful experiences are defined not just by the destination, but by how we experience the journey along the way," he said.

"I am delighted to partner with Visa – an iconic brand that enables you to move through the world with confidence, security and ease. For me, it's a natural fit, because in every journey that has mattered, Visa has been everywhere I want to be," added the actor. 

With acceptance across more than 200 countries and territories and over 175 million merchant locations globally, Visa said the campaign reinforces its role in helping consumers access experiences seamlessly and securely wherever they are.

The campaign also comes as Visa continues to deepen its presence in experience-driven categories such as music, entertainment and travel.

Most recently, the payments giant was named worldwide tour sponsor for BTS World Tour "ARIRANG", which will see the K-pop group perform 82 shows across 34 regions. Through the partnership, Visa is offering cardholders access to ticket promotions, merchandise and on-ground experiences, reflecting its broader strategy of connecting consumers with passion-led moments beyond transactions.

It also joined forces with two-time Grammy-winning artist, composer, and producer Laufey in a new Asia Pacific partnership designed to engage her devoted fanbase and young travellers across the region.

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