Shubhranshu Singh, Marketing Director, India & South Asia, Visa
Name of the campaign: Dream to Advance
Research insight: Research has shown that India is among the most optimistic country in the world. There is always a hope for a better tomorrow and things improving each day with new sunrise.
The thought process behind the creative: Visa empowers people in achieving their dreams. Small town India may be beset with issues but there are always those who push the boundaries to spread happiness around. It is about bringing a transformation by taking small steps. Visa Debit and e-commerce helps in realizing many such dreams.
Media vehicle chosen: TVC but will be ably supported with a 360-degree approach
Key issues kept in mind while executing the ad: Visual imagery should not look contrived hence shooting was done in Kashmir as the story is set in that region. It uses real people to convey the message giving a slice of life thus making the campaign extremely relatable. The safety aspect while using Visa card online is ably communicated in the film. The film has been beautifully executed using imagery such as vast expanse of hill signifying the humongous task ahead besides the play of light that oscillates between hope and despair.
Does the treatment do justice to the brief? The idea was to create an emotional connect with the audience especially those in tier II and III cities in India who research shows have become big users of e-commerce sites. The idea was to empower people to bring a socio-economic change via Visa and also their ambitions getting satisfied in taking to the digital medium. The narrative is beautifully executed bringing out the theme of `dream to advance’.
What is the differentiating factor of the ad? Its treatment, it’s almost poetry in terms of its visual imagery accompanied by the soulful dialogues by Gulzar, music by Shantanu Moitra and directed by Amit Sharma of Chrome Pictures.
Market/Client Feedback: It’s been teamwork and though early days the client is upbeat about this one and sure that it will click the right notes.