MUMBAI, February 20, 2019—From the house of Dentsu Aegis Network, digital agency Isobar India teamed up with Visa, global leader in payments technology, to launch the “Tap to Pay with Visa. Just like that” campaign.
The campaign aims to stimulate the “contactless everyday payments” movement in India. Isobar who’s the core communications and creative partner has not only prompted “Just Like That” for TV, OOH, digital, and print, but has also lead the TV Commercial for the campaign.
TR Ramachandran, Group Country Manager for Visa India & South Asia, commented on the launch saying that the campaign is designed to drive consumer awareness of contactless payments by promoting its simplicity.
“Visa data shows that the lion’s share of face-to-face transactions, about 87%, are of below INR 2000, 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) that a tap, a simple action we inadvertently do every day, can mean much more and can actually help make everyday payments simple,” he added.
When asked about the launch of the campaign, Shamssuddin Jasani, Group Managing Director of 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.”
Anish Varghese, National Creative Director of Isobar India stated, “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 Odishi 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. Just Like That.’ which is relatable, authentic and captures the brand’s unbound spirit.”
The TV Commercial emphasizes different situations on how a person “taps” in everyday life: like an Odissi dancer tapping her feet, tapping a spatula while cooking, double tapping to “like” on social media, or children tapping their feet while playing hopscotch in the streets.
It then shows how to make a payment with a Visa contactless card by simply tapping on a payment terminal. It draws from the 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.
Isobar India agency Campaign Credits:
Executive Vice President: Shekhar Mhaskar
National Creative Director: Anish Varghese
Business Head: Prashant Lodaya
Creative Director: Ranjeet Kumar
Account Lead: Varun Mundra
Art Team: Nikhita Sancheti, Mayuri Hukeri, Lekha Kambli & Salman Shaikh
Copy Team: Amrita Dey, Abhimanyu Rathore & Kenneth Keymer
Social Media Team: Saumya Chitravanshi & Percy Karat
Agency Head of Films: Taj Ali Naqvi
Associate Agency Producer: Ronit Deb
Production Team:
Production House: Offroad Films
Director: Azim Moollan
Executive Producer: Khalil Bachooali
Producer: Anirudh Sharma
