Visa International breaks first Pan-Asian TV campaign

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BOMBAY -- Payments franchise Visa International will break a fresh advertising campaign in India as part of its first-ever regional TV effort that runs across 11 countries in the Asia-Pacific region.

Handled by BBDO, the campaign carries the theme tag, "You Only Need Visa" - an attempt to "give current and potential users a sense of empowerment", a Visa statement said.

"The advertising campaign was developed from on-going market research conducted regionally through focus groups and one-on-one interviews which revealed that consumers associate key attributes to the Visa brand: convenience, simplicity, ease-of-use, empowerment, freedom, global coverage, yet with local strength and accessibility," says Ajay Miglani, South Asia marketing manager for the world's No.1 credit card franchise.

The 30- and 60-second spots target men and women in the 20-to-40-years age bracket. The ads show how Visa can be used for varying needs - such as eating in Singapore, travelling in India, arranging a wedding in Japan, skiing in New Zealand or getting a haircut in Hong Kong.

The campaign runs in eight languages and seven versions. The spot for India will air December 14 on ESPN Asia during the live broadcast of the one-day international cricket match between India and South Africa in Bombay.

Simultaneously, the spots will air in Taiwan, Singapore, Hong Kong, Indonesia and the Philippines, followed by New Zealand, Australia, South Korea and Japan.

Though the No.1 card in Asia-Pacific with 90 million cards in circulation and payment volume up 25% to $104.1bn for the year ended June 30 1996, Visa's 600,000-card base still lags behind rival MasterCard's one million in India. But Visa regards India as its fastest growing market in Asia-Pacific, with a 95% jump to $200m in card sales volume for the year to June 30 1996.

Copyright December 1996, Crain Communications Inc.

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