Visa signed Bollywood star Shah Rukh Khan and launched a dedicated India platform, Visa.co.in, as part of a campaign called Infinitely More, aiming to deliver curated lifestyle benefits and rewards to eligible cardholders in the country.
CAMPAIGN AND PLATFORM
The campaign, created by Leo India, appointed Khan as Visa's India brand ambassador and targeted affluent Indian consumers. The platform, presented as Visa.co.in, packaged lifestyle offers and curated rewards for cardholders that meet eligibility criteria. Visa said eligible cardholders could discover specially curated perks on Visa.co.in across travel, dining, wellness and entertainment.
"The modern Indian affluent consumer is increasingly global, discerning and experience-led," said Gaurav Ramdev, head of marketing for India and South Asia at Visa. Khan said: "The most meaningful experiences are defined not just by the destination, but by how we experience the journey along the way."
"For today's affluent consumers, true luxury is not just about what you own, but what you can access," said Rajdeepak Das, chief creative officer of Publicis Groupe South Asia. The film uses the song "Paisa Hai Paisa" and references earlier Visa campaigns.
Sources: BusinessLine; Campaign Brief Asia; Marketing-Interactive