Mumbai: Visa, the global leader in payments technology, today launched a new brand campaign ‘Tap to pay with Visa, Tap for Life’ to promote contactless for everyday payments in India. Featuring World Badminton Champion and Visa’s Brand Ambassador PV Sindhu, the new 360-degree brand campaign focuses on how the simple behavior of tapping can become synonymous with making payments effortlessly using Visa contactless cards.
Commenting on the launch, TR Ramachandran, Group Country Manager for India & South Asia, Visa, said, “As people increasingly make payments without cash, they seek simplicity and speed in their experiences. Contactless cards – with their inherent nature of tapping to pay – not only reduce payment friction greatly but underline the ease in tapping, which we inadvertently do several times every day. Besides, with about 87% of face-to-face transactions below INR 2000[1], this has tremendous potential to drive the next wave of digital payments transformation.”
As per consumer research conducted by Visa, users seek seamlessness and simplicity in their daily lives so they can spend more time on the moments that matter. The first contactless card payments campaign of Visa launched last year, focused on the ubiquitous nature of tapping in our daily lives. This time around, the campaign aims to connect on a higher plane with consumers and depict tapping to pay to extend their gratitude to someone they are inspired by.
“The campaign is aimed at showcasing how a simple and intuitive habit of tapping to pay can help consumers do something purposeful, meaningful and culturally relevant in their everyday life,” said, Sujatha V Kumar, Head of Marketing for India & South Asia, Visa.
She further added, “With an increasing passion of Indians in sports besides cricket, our new TVC – Tap to Pay with Visa, Tap for Life – showcases people expressing their gratitude for our brand ambassador PV Sindhu by tapping and paying on her behalf using a Visa contactless card just like she taps on the badminton court.’
Adding her thoughts, PV Sindhu said, “I feel privileged to be a part of Visa’s new brand campaign which beautifully conveys human-centered feelings while at the same time shows that payments can be a lot simpler than we think.”
Crafted by BBDO, the campaign will be driven across the platforms of TV, digital and social media. On the launch of the campaign, BBDO said, “Our ask was to make contactless the new habit and more so bring Tap to Pay at the forefront of the consumer’s mind at the time of making a payment. Hence, what better way to showcase where we make payments every day and how we can utilize the time saved by contactless card payments for something more fruitful and meaningful.
“With PV Sindhu on board as Visa’s brand ambassador, we have showcased real-time payment locations – at a Retail chain, Fuel outlet, and Coffee Shop – and showcased the consumers’ expression of happiness and pride as they tap to make a payment on her behalf. Tap to Pay with Visa, Tap for Life is a key to unlock many meaningful things in everyday life,” Hemant Shringy, BBDO CCO added.
