India. BBDO in New York created the 30- and 60-second spots, which aim to give current and potential Visa customers a sense of empowerment by showing them ways to use the card while in different Asian locales. The campaign runs in eight languages and seven versions. Besides India, the target markets include Taiwan, Singapore, Hong Kong, Indonesia, the Philippines, New Zealand, Australia, South Korea and Japan.
Although the No. 1 card in the Asia-Pacific region with 90 million cards in circulation, Visa's 600,000-card base in India still lags behiond rival MasterCard International's 1 million.