MUMBAI: Visa International has roped in Richard Gere to star in its new commercial that have been shot in Jodhpur in Rajasthan. The commercial will be aired across Asia Pacific and appropriately, India will be the first market that the ads will be aired in starting 9 June.
The commercial reflects the beauty, scenery and the imagery of India and brings together a cast and crew that is a blend of the best of East and West. The central theme of ‘Birds’ is based on the spirit of generosity and the giving spirit demonstrated through the ritual of letting birds go free to bring good luck to a relative or friend embarking on a journey, a ritual that runs across several different cultures in the Asia Pacific region including India.
Speaking at the launch of the commercial, Visa International country manager – South Asia Santanu Mukherjee said, "We are extremely excited that India was chosen as the setting of this commercial, starring one of the most well-known Hollywood actors and an admirer of India. ‘Birds’ will act as a platform to present the tradition, colours and imagery of India to the rest of the world."
"India is one of the top performing and fastest growing countries for Visa in the Asia Pacific region. The launch of this commercial further reinforces the increasing importance of India in Visa’s brand and marketing strategy, as for the first time a distinctly local Indian flavour has been used for one of our regional Asia Pacific commercials. We believe that ‘Birds’ is a true testimony and symbol of incredible India," he added.
Commenting on his experiences during the making of the commercial, Gere said, "India is like a second home to me. The warmth and friendliness of its people has always been a great attraction that brings me here over and over again. It was great fun to be working on Visa’s commercial in the beautiful city of Jodhpur. Jodhpur, reflects the vibrancy, colour, beauty and history of India. Hopefully, it’s an interesting fusion of east and west and of the ancient and modern. It brings together the beauty, simplicity and thoughtfulness of India filmed against the vibrant and warm backdrop of the markets of Jodhpur. It was wonderful working with the cast and crew who themselves are a blend of east and west - with the creative team from Australia, the production team from India and my Indian counterparts in the cast."
Mukherjee added, "When we began working on our new Asia Pacific commercial - as part of the ‘All it Takes’ brand campaign - we sought out the ‘perfect celebrity’ and theme that would reflect our brand promise and commitment of empowerment. Based on our consumer research conducted across the region, Richard Gere emerged as one of the most highly rated screen personalities. He is perceived as sophisticated, gentlemanly, charming and universally respected – qualities that we want the Visa brand to reflect. The commercial depicts a true blend of Hollywood and Bollywood – featuring India's film production and expertise, as well as local talents among the cast and crew."
Mumbai-based Ranjit Barot composed the earthy and rhythmic music for the commercial, which was produced and developed by Visa's advertising agency BBDO Clemenger, Australia with support and collaboration from Stratum Films of Mumbai.
The commercial was filmed at the Meherengarh Fort in Jodhpur, where the production team recreated Jodhpur's famous bustling market streets highlighting its rustic and vibrant nature.
