Visa Film, Digital, Case study #Kindnessiscashless by BBDO Mumbai

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Industry Credit Cards
Media Film, Digital, Interactive & Mobile, Case study
Market India
Agency BBDO Mumbai
Chief Creative Officer Josy Paul
Associate Creative Director Yash Rege
Executive Creative Director Sandeep Sawant, Hemant Shringy
Creative Director Balakrishna Gajelli
Art Director Balakrishna Gajelli, Pintu Bisoyi
Senior Art Director Mahendra Rajput, Vijaykumar Vasala
Production Red Ice Films
Director Shimit Amin
Released November 2016


Spikes Asia 2017
Media Use Of Integrated Media Bronze Spike

Credits & Description

Client: Visa India
Agency: Bbdo India Mumbai, India
Entrant: Bbdo India Mumbai, India
Idea Creation: Bbdo India Mumbai, India
Chairman & Chief Creative Officer: Josy Paul (Bbdo India)
Executive Creative Director: Hemant Shringy (Bbdo India)
Executive Creative Director: Sandeep Sawant (Bbdo India)
Agency Producer: Kruttiventi Venkata Krishnam Raju (Bbdo India)
Executive Vice President - Planning: Rajat Mendhi (Bbdo India)
Account Director - Planning: Manisha Sain (Bbdo India)
Chief Executive Officer: Ajai Jhala (Bbdo India)
Sr. Creative Director - Art: Balakrishna Gajelli (Bbdo India)
President: Rajesh Sikroria (Bbdo India)
Studio Manager: Hitesh Shah (Bbdo India)
Graphic Artist: Shankar Yelugu (Bbdo India)
Graphic Artist: Venkatesh Pagidimarry (Bbdo India)
Sr. Graphic Artist: Sameet Koyande (Bbdo India)
Graphic Artist: Rajeev Mohite (Bbdo India)
Av Producer: Sudhir Pandey (Bbdo India)
Associate Creative Director: Yash Rege (Bbdo India)
Copy Supervisor: Yash Modi (Bbdo India)
Sr. Art Director: Mahendra Rajput (Bbdo India)
Art Director: Pintu Bisoyi (Bbdo India)
Evp – Mumbai Operation And Chief Integration Officer: Debajyoti Dutta (Bbdo India)
Account Director: Shrutika Sinha (Bbdo India)
Account Executive: Shonali Hazari (Bbdo India)
Director: Shimit Amin (Red Ice Films)
Producer: Gary Grewal (Red Ice Films)
Sr. Art Director: Vijaykumar Vasala (Bbdo India)
Graphic Designer: Samiya Dalwai (Bbdo India)
Av Director: Siva Romero (Bbdo India)
Av Producer: Richa Lal (Bbdo India)
Photographer: Devenra Sawant (Bbdo India)
Describe the campaign/entry:
In the chaos of demonetisation, ‘#KindnessIsCashless’ was a movement by Visa that aimed at inspiring acts of kindness amongst the digitally savvy Indian youth to help and teach millions of cash loving Indians across the country make every day cashless debit card transactions.
Creative Execution:
In India, film is the most powerful medium to get people’s attention. So we launched the ‘#KindnessIsCashless’ movement with a heart-warming film about a role-reversal where a student gave his teacher the most important lesson that the whole country could benefit from.
Next we used radio jockeys, rappers, YouTube celebrities and war photographers, whose moving and inspiring images were turned into recruitment ads, social posts, calendar and exhibitions, to reach out to as many youth as possible.
And to reach remote areas like the slums of the country, we created a new and unique medium – the ATM security guard. Here we tied up with security agencies and trained their guards for free. These guards in turn taught Dharavi, Asia’s largest slum, how to go cashless in a simple and engaging manner, using Indian rhymes and Bollywood songs!
And all this kindness, did help India in becoming more cashless
o Debit card transactions grew 100%
o 50% more POS machines activated
o 711 million more people used their cards for payment
o 109 million less people used their cards at ATMs
When 86% of cash in India was abolished overnight on 8th November 2016 by the Indian Government, for a cash loving nation Visa’s ‘#KindnessIsCashless’ was a movement that inspired acts of kindness amongst the digitally-savvy Indian youth to help and teach millions of Indians across the country make everyday cashless debit card transactions.
To bring this movement alive, film was used to grab the attention of people. To support the engagement and drive more and more digitally-savvy Indian youth to join the movement print, outdoor, radio, social media and on-ground activities were used.
Insights, Strategy and the Idea:
India was plunged into chaos on 8th November 2016 post the Government of India’s ban of all ?500 and ?1000 bank notes. In this context, our brief was to empower cash loving Indians with the knowledge and know-how on how to make cashless transactions with their debit cards.
Here amidst the chaos we saw something beautiful. We saw acts of kindness. People going out of their way to help one another across ATM lines by providing them water, food and shelter from the baking sun.
As we saw these acts of kindness grow, we realised Visa could do more. It could help direct the acts of kindness to help people in the long ATM queues get out of these queues.
This led us to ‘#KindnessIsCashless’