Visa has launched ‘Pay Safe Everyday with Visa’ campaign, featuring ambassador Vicky Kaushal, promoting secure transactions and celebrating moments with reliable payment options.
The campaign showcases three 30-second films starring Vicky Kaushal where he and his friend rely on Visa for secure payments during daily activities like midnight snacks, grocery shopping, and buying a birthday gift for their boss, emphasizing trust in Visa for everyday transactions.
The campaign was conceptualized by Leo Burnett, showcasing advanced security measures like 500 layers and tokenisation, connecting with Indian consumers through relatable scenarios. The ads highlight how paying with Visa can make everyday transactions secure and evoke joy, prompting viewers to reflect on cherished memories.
Sujatha V. Kumar, Head – Marketing, India and South Asia, Visa said, “Visa believes in empowering consumers with our reliable and secure payment network, enabling them to focus on what truly counts – creating meaningful memories for life. Through the ‘Pay Safe Everyday with Visa’ campaign, we are deepening our emotional connect with cardholders and highlighting how important it is that every digital transaction be safe. With Visa, it’s more than just a dip, tap or click; it’s a small step that can make the best happen.”
Vicky Kaushal, actor and Visa brand ambassador in India said, “The concept of ‘Pay Safe Everyday with Visa’ campaign particularly resonates with me since it talks about simple actions that not only keep us safe but help create experiences and memories. With this campaign, we wanted to emphasise the importance of security in the digital payments that consumers make on a daily basis. I’m excited to continue our journey and help consumers feel secure and supported with Visa.”
Speaking about the campaign Sachin Kamble, National Creative Director, Leo Burnett India said “With the flexibility of digital transactions comes the worry of security. Our latest 3 film campaign strives to reiterate Visa’s commitment to empower their consumers to make everyday transactions safe. Each film shows a slice of life moment where one would make a digital payment and reiterates how using Visa can make a difference in securing your payments and hard-earned money. And Vicky Kaushal who continues to effortlessly connect with the Indian audiences, helps us convey this message effectively.”
The ad films will air on TV channels as well as during IPL, OTT platforms, and digital media like Visa’s YouTube, Instagram, Facebook, and X channels, targeting an audience of over 500 million.
