Financial services company Visa has launched a new campaign. The aim is to demonstrate how paying with Visa is a smarter way to pay and allows consumers to go “cashless with confidence”.
Sujatha V Kumar, head of marketing for India and South Asia, Visa, told ETBrandEquity.com that the brand embarked globally on a multi-year brand transformation journey earlier this year. to make Visa the trusted engine of commerce, uplifting everyone, everywhere.
The company said the campaign is the first campaign since launching its new brand repositioning.
The campaign was developed together by Publicis globally and with their Indian arm Leo Burnett. The film features real-life examples from different parts of the world demonstrating how Visa is working to give you more.
The campaign consists of a 30-second main film and a 20-second cut, showcasing India’s specific advantages.
“This is a targeted marketing campaign to empower individuals and businesses to thrive, with the goal of enabling more people to participate in the digital economy. With this campaign, as we advance the umbrella Cashless Confidence, we will leverage the brand repositioning to show how Visa is a network that helps consumers use cashless payments and get more value.
The campaign also highlighted the fact that the use of cash is ubiquitous in India, with most brick-and-mortar stores and e-commerce marketplaces offering the option to pay for goods and services in cash.
“Consumers have deep-rooted habits, which are tied to strong emotions and cannot be moved without reason. This is true even behind the habit of using cash. People feel safe and secure. are comfortable with their habits and are reluctant to change them, however, if there is an opportunity to show how they can get more security, convenience and value using Visa, they can move that behavior away from cash to cash. Through this campaign, we aim to show consumers how they can get the most out of using Visa,” Kumar added.
The campaign will be broadcast on TV, digital media and social media.