New Visa campaign builds on Debit Card usage beyond ATMs

Visa India has launched a new commercial, that aims at getting cardholders to use their Visa Debit cards at point-of-sale locations. The new TVC has been created by TBWA India.

Commenting about the new campaign, Uttam Nayak, country manager, South Asia, Visa said, "Our message is aimed at the millions of Indian consumers already carrying a Visa Debit card in their wallet or pocket.  We are using this campaign to remind cardholders that there is no need to go to the ATM or spend time queuing in lines to withdraw cash.  Instead, all they need to do is use their Visa Debit card to pay for everyday purchases including for petrol, groceries, bill payments and dining out at those merchant outlets displaying the Visa acceptance sign.”

Speaking about the brief given by the client, Shiv Sethuraman, CEO, TBWA India said, "The brief we were given, was to get people to use their Visa Debit Cards to purchase goods directly from stores. We wanted to make people aware that the Debit Card is more than just an ATM card. This was the objective of the campaign."

Watch the TVC here:

Visa Debit Card from Campaign India on Vimeo.

Titled 'Why bother going to the ATM?", the commercial opens with a man asking a rickshaw driver to take him to a nearby ATM. The rickshaw driver refuses, telling him that he needn't waste his time waiting in lines outside the ATM just to withdraw cash. All he had to do, was to pay directly with his Visa Debit Card at the store.

The creative team behind the campaign includes Rahul Sengupta and Shagun Seda. The commercial was shot by Amit Sharma of Chrome Pictures. The media mix for the campaign includes TV, print, outdoor and on-ground activation.