MAM

Visa launches Tap to Pay campaign to promote everyday contactless payments in India

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/18/visa_1.jpg?itok=RhAj8qVP

MUMBAI: Visa, the global leader in payments technology, today launched a new brand campaign ‘Tap to pay with Visa. Just like that.’ to promote contactless everyday payments in India. The campaign focuses on how the universal behaviour of tapping can become a common payment method, and showcases the simplicity of using the Visa contactless card. This new campaign emphasises the ease of use of contactless payments for low-ticket transactions.

Commenting on the launch, TR Ramachandran, Group Country Manager for India & South Asia, Visa, said, “The campaign, ‘Tap to pay with Visa. Just like that.’, is designed to drive consumer awareness of contactless payments by drawing attention to their simplicity. Through this campaign, we are trying to induce a change in consumer habit, showcasing that payments can be a lot simpler than you think.

Visa data shows that a majority of face-to-face transactions, about 87%, are of below INR 2000[1], also the threshold for contactless transactions. We are constantly working to transform digital payments through technology and a contactless card makes such payments frictionless. The campaign brings to life the thought that a tap, a simple action we inadvertently do every day, can mean much more and can actually help make everyday payments simple.”

A contactless card is a Near Field Communication-enabled card which allows a user to simply tap their card on a POS terminal to make a payment. There is no requirement for a PIN or signature for these transactions (below INR 2000), thereby drastically reducing transaction time from about 30 seconds to just three seconds. Contactless cards help a cardholder to not just make small ticket purchases digitally but to reduce billing time and pay quickly and in a secure manner. A study by Visa in Australia shows that 41% of retailers witnessed an increase in sales by introducing the contactless payment method. Customer stickiness too improved due to quick transaction time and ease of use of contactless payments.

Crafted by Isobar, the campaign will be driven by a robust 360-degree approach that spans across TV, print, digital, social media and outdoor channels. On the launch of the campaign, Shamsuddin Jasani, Group MD, Isobar South Asia said, “We are very excited and honoured that Visa has believed in us to work on such an important campaign. The work we have done on this campaign reflects our ethos of ideas without limits. I am really proud of the team who have been able to transcend mediums to deliver this project.” 

Speaking about the campaign, Anish Varghese, National Creative Director, Isobar India states, “The brief was pretty simple: How can we drive the practice of Visa’s contactless card for everyday spends? When we dug deep into the ask, we realised that it’s a complete behaviour change - from dipping to tapping of the card. We looked for a lingo which millennials can relate to, and a behaviour that an older audience can adapt. Tapping has been a part of our culture since ages, be it dance forms like Odissi or Bharatnatyam, or even playing an instrument like the Tabla or a Cajon. We even tap a piece of furniture before buying. That’s precisely why we weaved this campaign around the cultural insight of tapping, and narrated it as Tap to Pay with Visa. #JustLikeThat, which is relatable, authentic and captures the brand’s unbound spirit.”

The ‘Tap to Pay with Visa. Just Like That’ campaign will focus on situations that showcase the way a person taps in everyday life – like an Odissi dancer tapping her feet, tapping a spatula while cooking, double tapping to like something on social media and children tapping each other while playing in the streets. It then shows how to make a payment by simply tapping on a payment terminal with a Visa contactless card. It draws on local colloquialism to convey the simplicity and convenience of making cashless payments through the card and creating a payment experience for cardholders, Just like that.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/01/shyam-steel.jpg?itok=H_vkGhLL
Shyam Steel ropes in Virat Kohli & Anushka Sharma for its new TVC launch

Producers and manufacturers of primary TMT Bars, Shyam Steel launched its new TVC campaign featuring former captain of India national cricket team Virat Kohli and actor Anushka Sharma. The new TVC is the extension of Shyam Steel’s ‘Hamesha Ke Liye Strong’ campaign.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/01/olx-auto.jpg?itok=1jDgl0kj
OLX Autos launches its third ad film with Rohit Shetty

India’s leading player in the pre-owned automobile segment OLX Autos, along with Bollywood director Rohit Shetty and actor Sharman Joshi have released their third ad film titled “Ghoomti Hui Car” under the ‘Shetty ke Car-Naame’ campaign.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/01/wallmax.jpg?itok=ZRF0wqLU
JKCement WallMaxX rolls out 360-degree campaign

JKCement WallMaxX has launched a digital-first campaign. The company has taken a 360-degree approach to amplify the message, starting with a series of quirky and intent-driven films on social media.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/01/4.jpg?itok=CiJMciki
Leo Burnett wins PepsiCo India's creative mandate

PepsiCo India has selected Publicis Groupe agency Leo Burnett India as its creative partner to drive long-term growth and momentum across its foods and beverages portfolio. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/07/01/2.jpg?itok=wLfTPj8_
upGrad on-boards Rakesh Raju as director of brand marketing

Strengthening its leadership team, Asia’s higher Edtech major upGrad has announced the appointment of Rakesh Raju as the director of brand marketing.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/30/love-depot.jpg?itok=DKApd7rG
TTK Healthcare launches “Love Depot”; goes live with campaign #ThePleasureIsAllYours

TTK Healthcare launches all-new sexual pleasure e-superstore Love Depot. With the launch of LoveDepot.com, Indians can now have pleasure as they please – attractively packaged and discreetly delivered to their homes.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/30/cannes.jpg?itok=L7QfZ3vR
Cannes Lions 2022: Decoding Pixel Party’s award-winning campaign

A wholly independent Indian content and experience company and one of the key partners behind the ‘The Unfiltered History Tour’ campaign Pixel Party has created history at the Cannes Lions: The International Festival of Creativity.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/30/tmw.jpg?itok=TBxb-4sO
Trivayu Media Works aims to double client base; focus on newly built startups

Hyperlocal content distribution company TriVayu Media Works has announced ambitious targets to expand its client base by 100 per cent by specifically focusing on newly built start-ups.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/06/30/asics-india-prasidh-krishna.jpg?itok=xQN0v8ZX
ASICS India inks deal with cricketer Prasidh Krishna

Japanese sports performance brand ASICS welcomed Indian cricketer and prolific right-arm fast bowler Prasidh Krishna into the ASICS family.

MAM Marketing MAM