However a communication released to key stakeholders announced the change of guard. BBDO Worldwide has been designated as Visa's lead partner globally. Visa has an advertising and promotion budget of $700 million globally.
The brand recently unveiled its 'Dream to Advance' campaign for Visa in India made by BBDO India. The campaign, set in a picturesque village of Kashmir puts Visa Debit card in the spotlight and shows the protagonist in the film using the card to do an online transaction and buy products that will help his village.
Uttam Nayak, group country manager, India & South Asia, Visa said: "The debit card usage in India has surpassed credit card transactions and if customers cannot physically use a Visa card, they can still avail its benefits thanks to e-commerce." Shubhranshu Singh, marketing director, India & South Asia, Visa has been instrumental in coining the new language that Visa is talking to its Indian customers. An ex HUL-hand, Singh is trying to re-position the brand from being a functional product to that of an enabler.
The new campaign therefore focuses on using a Visa Debit card for e-commerce transactions set in a remote village, where physical options of using of Visa maybe non-existent. India is one of the first markets where Visa has partnered with BBDO for making a TVC. However over the last one year Visa had named AlmapBBDO as its agency in Brazil and Proximity BBDO as its digital agency of record in APCEMEA(Asia Pacific, Central Europe, the Middle East and Africa.)
Proximity BBDO was also the agency that worked on Visa's global initiatives done on the social platform for London Olympics campaign. When asked about the shift of creative duties to BBDO, Singh refused to comment on the development. Even Josy Paul, chairman & NCD, BBDO India refused to comment on the subject, but had this to say about why the digital agency made a TV campaign for the brand: "Our task was to create digital content for Visa Debit. The brand idea was to create greater mass consciousness for advancement."
However a person close to the development, on condition of anonymity told ET that TBWA was probably unable to match the expectations that Visa had and that could have led to the movement. BBDO Proximity's superior network capabilities were cited as one of the reason for the complete shift.
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