Visa has today launched its first long format digital film on #KindnessIsCashless, a movement created in December 2016 following the Indian Governments Demonetization drive. The campaign, launched as the nation was going through a cashless transformation, is built on the key consumer insight small acts of kindness.

Amidst the challenges faced by people, the campaign captures a highly empathetic human response - the younger generation helping hesitant elders to go cashless. The campaign started with print, outdoor, social and digital channels, and now features a new long format digital film.

Watch the spot here:

Frederique Covington, senior vice president of marketing Asia Pacific at Visa, said, Great marketing transcends functional messages and manages to capture the zeitgeist of the moment. Our goal with the Visa #KindnessIsCashless campaign was to tap into a cultural movement we saw emerging in India. We wanted to celebrate the goodness from demonetization rather than the pain points. At the heart of our work is a simple and powerful insight that the younger generation is teaching their elders how to go cashless. Our campaign aims at celebrating, and encouraging all the people creating the new Digital India.

The film is a highly emotional story of Role Reversal that captures a slice of life between a young student and his older professor, to show how through role reversal, the younger generation is teaching their elders how to go cashless. The film then invites consumers to share their stories on the Visa India Facebook page using #KindnessIsCashless.

Josy Paul, chairman, chief creative officer of BBDO India said, Everybody was talking about demonetization. But in this disruptive transformational time, something very profound was taking place. We noticed more and more people stepping forward to help. Strangers helping strangers. It was a new kind of volunteerism A unique explosion of kindness. Thats how we created the platform #KindnessIsCashless. Our film is one such evocative story.

Hemant Shringy, executive creative director of BBDO India said, We know people want to help. All they need sometimes is a small act that can make a big difference. Thats what this film is about. Making digital payments comes naturally to us, #KindnessIsCashless encourages millennials to reach out and teach someone how to go cashless.

Ajai Jhala, CEO, BBDO India said, #KindnessIsCashless is borne out of the fusion of three forces - a massive national social context (Demonetization), brave and inspirational clients who inspired us to break from the past, and an amazing agency team that challenged the category codes and captured the zeitgeist of millennials stepping forward with little acts of kindness to do their bit for society and the nation. No force can stop a juggernaut of an idea birthed from such a potent combination.

Campaign credits:

Client: Visa India Creative Agency: BBDO, Mumbai Chairman & Chief Creative Officer: Josy Paul CEO: Ajai Jhala Executive Creative Director: Hemant Shringy and Sandeep Sawant EVP Planning Rajat Mendhi Sr. Creative Director: Balakrishna Gajelli Copywriter: Hemant Shringy, Yash Modi Account Director: Shrutika Sinha Account Executive: Shonali Hazari Agency Producer: KV Krishna Director: Shimit Amin Producer: Gary Grewal Production House: Red Ice

Originally posted here:

Visa shows you how #KindnessIsCashless via their latest ad campaign - ETBrandEquity.com