Visa breaks major campaign in India

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BOMBAY -- Visa International launches a new TV campaign for India, one of its fastest growing markets in the Asia-Pacific region, to emphasize the payment franchise's global leadership, wide acceptance and daily usage in the Indian subcontinent.

It is to be aired on all leading satellite and terrestrial channels in India and taglined "If there's a sky above and ground below, all you need is Visa." The new campaign complements the existing "Visa Power Go Get It" print and TV effort featuring a leading Indian cricketing icon.

"Drawing on the core essence of the brand that is distinctly Visa, the TV campaign reinforces that no other card is used so much or is so readily accepted or has the convenience, flexibility and reach needed to replace cash as the best way to pay," says Ajay Miglani, director of marketing and product sales for South Asia at Visa International.

Shot in Auckland, New Zealand, by Saatchi & Saatchi in 30- and 60-second variants, the spots open with a panoramic shot of an expansive field under a blue sky. People from different racial backgrounds dip into a plain white shopping bag that sits in the middle of the field and pull out items like a puppy and shoes, symbolizing the fulfillment of varying needs.

The commercial ends with a crowded and bustling field whose ground has turned a golden hue and the sky above a distinct blue, the colors of the Visa brandmark. The music has a "world" feel, with an Asian bias, and is designed to build emotion.

"By effectively using the colors of the Visa logo, the commercial is uniquely ownable by Visa, reinforcing the power and accessibility of the brand," Mr. Miglani says.

The campaign marks the beginning of a new positioning for Visa in Asia-Pacific, a region it leads over rival MasterCard International. Visa cardholders in the region grew to 112.78 million last year, up 13% from 1996, while total spending reached $187.9 billion. Visa cardholders last year spent $650 million in India, where it still lags behind MasterCard.

Copyright September 1998, Crain Communications Inc.

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