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  • SUB CATEGORY :
    BEST INTEGRATED MEDIA CAMPAIGN
  • COMPANY ENTERING :
    BBDO INDIA, MUMBAI
  • TITLE :
    #KINDNESSISCASHLESS (INTEGRATED)
  • BRAND :
    VISA INDIA
  • ADVERTISER :
    VISA CONSOLIDATED SUPPORT SERVICES INDIA
  • AGENCY :
    BBDO INDIA, MUMBAI
  • PRESIDENT :
    RAJESH SIKRORIA
  • EXECUTIVE VICE PRESIDENT - PLANNING :
    RAJAT MENDHI
  • CHIEF EXECUTIVE OFFICER :
    AJAI JHALA
  • CHIEF CREATIVE OFFICER :
    JOSY PAUL
  • EXECUTIVE CREATIVE DIRECTOR :
    HEMANT SHRINGY
  • EXECUTIVE CREATIVE DIRECTOR (ART) :
    SANDEEP SAWANT
  • SENIOR CREATIVE DIRECTOR (ART) :
    BALAKRISHNA GAJELLI
  • ASSOCIATE CREATIVE DIRECTOR :
    YASH REGE
  • COPY SUPERVISOR :
    YASH MODI
  • SENIOR ART DIRECTOR :
    MAHENDRA RAJPUT/PINTU BISOYI/VIJAYKUMAR VASALA
  • GRAPHIC DESIGNER :
    SAMIYA DALWAI
  • SENIOR GRAPHIC ARTIST :
    SAMEET KOYANDE
  • GRAPHIC ARTIST :
    SHANKAR YELUGU/VENKATESH PAGIDIMARRY/RAJEEV MOHITE
  • PHOTOGRAPHER :
    SHOME BASU/DEVENRA SAWANT
  • ACCOUNT DIRECTOR :
    SHRUTIKA SINHA
  • ACCOUNT DIRECTOR PLANNING :
    MANISHA SAIN
  • SENIOR ACCOUNT EXECUTIVE :
    SHONALI HAZARI
  • STUDIO MANAGER :
    HITESH SHAH
  • EVP – MUMBAI OPERATION :
    DEBAJYOTI DUTTA
  • AGENCY PRODUCER :
    KRUTTIVENTI VENKATA KRISHNAM RAJU
  • FILM PRODUCTION COMPANY :
    RED ICE FILMS, MUMBAI
  • DIRECTOR :
    SHIMIT AMIN
  • AV DIRECTOR :
    SIVA ROMERO
  • FILM PRODUCER :
    GARY GREWAL
  • AV PRODUCER :
    RICHA LAL/SUDHIR PANDEY
  • THE BRIEF :
    VISA'S BUSINESS IS DEPENDENT ON PEOPLE USING DEBIT CARDS FOR EVERYDAY TRANSACTIONS. BUT INDIANS LOVE CASH. AS A RESULT PEOPLE USE THEIR VISA CARDS ONLY AS ATM CASH WITHDRAWAL CARDS. IN NOVEMBER 2016, THE INDIAN GOVERNMENT BANNED THE ₹500 AND ₹1000 BANK NOTES (86% CASH IN CIRCULATION) TO FIGHT CORRUPTION. WITH A SUDDEN CASH SHORTAGE, MILLIONS OF INDIANS LINED UP AT BANKS AND ATMS TO GET NEW CURRENCY. OUR BRIEF WAS TO EMPOWER CASH-LOVING INDIANS WITH THE KNOWLEDGE OF CASHLESS TRANSACTIONS USING DEBIT CARDS TO ALLEVIATE THE PAINS OF DEMONETISATION AND PROMOTE USAGE OF DEBIT CARDS FOR EVERYDAY TRANSACTIONS.
  • THE STRATEGY :
    INDIA PLUNGED INTO CHAOS ON 8TH NOVEMBER 2016 WHEN THE INDIAN GOVERNMENT BANNED ₹500 AND ₹1000 BANK NOTES. IN THIS CONTEXT, VISA HAD TO EMPOWER CASH-LOVING INDIANS WITH THE KNOWLEDGE OF MAKING CASHLESS TRANSACTIONS WITH DEBIT CARDS. AMIDST THIS CHAOS, WE SAW BEAUTIFUL ACTS OF KINDNESS. PEOPLE GOING OUT OF THEIR WAY TO BRING WATER, FOOD AND SHELTER TO OTHERS IN ATM QUEUES. AS THESE ACTS OF KINDNESS GREW, WE REALISED VISA COULD DO MORE BY HELPING DIRECT THESE ACTS OF KINDNESS AND GET PEOPLE IN THE LONG ATM QUEUES OUT OF THESE QUEUES. THIS LED US TO ‘#KINDNESSISCASHLESS’.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    IN INDIA, FILM IS THE MOST POWERFUL MEDIUM. SO WE LAUNCHED THE ‘#KINDNESSISCASHLESS’ MOVEMENT WITH A HEART-WARMING FILM WHERE A STUDENT GIVES HIS TEACHER AN IMPORTANT LESSON THAT ALL OF INDIA BENEFITS FROM. NEXT WE TURNED A WAR PHOTOGRAPHER’S INSPIRING IMAGES INTO ADS, SOCIAL POSTS, CALENDARS AND EXHIBITIONS TO REACH OUT TO THE COUNTRY’S YOUTH. AND FOR REMOTE AREAS LIKE THE SLUMS, WE CREATED A UNIQUE MEDIUM – ATM SECURITY GUARDS. WE TRAINED THE GUARDS FOR FREE AND THEY IN TURN TAUGHT DHARAVI, ASIA’S LARGEST SLUM, HOW TO GO CASHLESS USING BOLLYWOOD SONGS! ALL THIS KINDNESS HELPED INDIA BECOME CASHLESS.
  • THE RESULT :
    DEBIT CARD TRANSACTIONS GREW 100% 50% MORE POS MACHINES ACTIVATED 111 MILLION MORE PEOPLE USED THEIR CARDS FOR PAYMENT 109 MILLION LESS PEOPLE USED THEIR CARDS AT ATMS