Visa launches new Television Commercial

Visa, the world’s largest retail electronic payments network, has launched a new television advertising spot in India entitled “Why bother going to the ATM?”, reflecting the company’s focus to increase cardholder awareness for using Visa Debit cards at point-of-sale locations.

Visa, the world’s largest retail electronic payments network, has launched a new television advertising spot in India entitled “Why bother going to the ATM?”, reflecting the company’s focus to increase cardholder awareness for using Visa Debit cards at point-of-sale locations.

The new commercial highlights the “buy now, pay now” feature of Visa Debit cards which provides cardholders direct access to their nominated bank account to make purchases wherever Visa is accepted.

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.”

Consumers can use their Visa Debit cards at more than 30 million merchant locations at home and abroad, as well as make online and phone purchases. A Visa Debit card provides cardholders with a safe and convenient way to pay for goods and services at point-of-sale, without the risk associated with carrying cash. Cardholders can also access funds from their bank account at over 1.4 million ATMs worldwide.

The “Why bother going to the ATM?” advertising made its debut on 1 May with a television commercial (TVC) featuring established Bollywood actor Vinay Pathak. The effort will be supported through various channels such as outdoor signage, print, radio and cinema as well as consumer promotion activities. The TVC will be aired in Hindi and English, plus six local languages.

The TVC portrays Vinay as an autorickshaw driver who gives his passenger a humorous lesson about the card in his pocket and how going direct is better. The screenplay highlights the fact that the card the passenger is carrying in his pocket is actually a Visa Debit card that can be used at point-of-sale locations such as the supermarket, cinema or restaurant.

In March 2009, Visa launched the ‘More People around the World Go with Visa’ campaign in India, a locally adapted global campaign which connected with Indians through emotional touch points such as cricket, festivals, marriage and dining.

“This new commercial reinforces Visa’s call to action through an invitation to cardholders to move spending from cash to electronic payments by using their Visa Debit card. This is in line with our vision of better money for better living especially in challenging economic times when consumers are focused on better ways to manage their money,” Mr. Nayak said.

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