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Tag: Visa Debit

  • Telling the story is what advertising is about; and a story well told is a product well sold. So does the narrative style work or is it better to be direct?

    The Magic of Narrative

     

    By Tuhina Anand

     

    In advertising it is about finding an emotional connect. If you have managed to do so, you hit a home run. Hence it’s no surprise that one finds many advertisements today that rely on a narrative style which is sometimes no less than poetry, and instantly strikes a chord with the viewers. The focal point is that the words should express the emotions and bring out both the joys and the trials and tribulations.

     

    Take for example the recent Visa Debit campaign. It has the best talent from the industry that has worked to craft the concept and the result is a fabulous example that blends a narrative style with human aspirations thus bringing out what Visa can do for a common man. End result – a narrative that resonates with common man and an ad that aligns well with the brand and its offering.

     

    VISA DEBIT

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=T44lW5FIq2g[/youtube]

    Shubhranshu Singh, Marketing Director, Visa, said, “The TV commercial that launched our ‘Dream to Advance’ campaign was visualized to deliver the core message that Visa Debit empowers people to achieve their dreams no matter where they reside. The integral human truth about an aspiration to achieve was brought alive in an authentically Indian setting. The narrative written by Gulzar engages and connects not only from an emotive point of view but also from the message delivery perspective. The music by Shantanu Moitra amplifies the beauty of the quest set against the majestic canvas of Kashmir’s landscape. Directed by Amit Sharma of Chrome Pictures, our latest TVC has ensured that the end result is a seamless blend of creativity and brand positioning.”

     

    Intel has launched its campaign on the theme – go do something wonderful. The campaign uses a narrative style similar to Visa. It talks about Intel helping in realizing dreams, and the powerful narrative only makes it more convincing.

     

    INTEL

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=M0QJc_rPYY0[/youtube]

    Sandeep Aurora, Director of Marketing, Intel South Asia, said, “Today’s youth are optimistic about what the future holds, but there is an underlying anxiety about tomorrow. Things around them are changing so fast that they know there are opportunities out there, but they don’t always know how to grab hold of them. The new Intel campaign maximizes relevance to this audience by showing stories that don’t focus on the technology that Intel makes, but what that technology makes possible. Based on the famous quote from Intel co-founder Robert Noyce, the ‘Go do something wonderful’ campaign the narrative aims at shining the spotlight on the partnership between consumers and PCs with Intel inside – that personal passion , big ideas and creativity can come alive when they meet a Intel Powered PC.”

     

    Then there is the recent ad for Xylys that uses the voice of Farhan Akhtar, who has also been featured in the ads.

     

    XYLYS

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=9DEbak91UeQ[/youtube]

    Giving his take on the narrative style of the ads, Harish Bijoor, brand expert & CEO, Harish Bijoor Consults Inc, said, “These ads are aspirational, hope-filled and hope-fuelling pieces of advertising that find their way into our advertising culture when times are tough. When the times are tough, one needs positive strokes. These pieces attempt these positive strokes. To an extent I would call them “economopause advertising”! When the economy hits its andropause moment, it needs advertising such as this.”

     

    After taking a look at these ads, Rahul Jauhari, National Creative Director, Everest Brand Solutions, opined, “This narrative style is tried and tested. Yes, it works. Given the right choice of voice and rendition, it can add magic to a film. It can raise the level of a film. Of the three, the narrative in the Intel and Visa one suit the film. The Visa narrative adds charm to the story. The one in Xylys? I think Farhan’s voice lets it down. Yes it’s his voice since he is in the film. But his voice, per se, is not a great one for narratives, and falls flat for me.”

     

    Opinions will vary but there is no denying that the narrative style definitely packs a punch.

     

  • The ad is much too contrived, and it fails to connect. The big pay-off, that of changing lives, gets completely lost in all the info and the din that's squeezed into 30 seconds

    Debrief: Visa Debit: Plays the ‘Swades’ card

    By Anil Thakraney

     

    Visa would like big city customers to splurge on cool stuff by using their card. However, in their new drive to take the card to the interiors of India, they have changed the strategy. Visa wants the gaonwallahs to use their debit card to do some hard social work. Hello, why must they? Why can’t the rural folk have some fun too? Is social work only their responsibility?

     

    Anyway, the commercial features a bleeding heart who learns about Visa Debit, subscribes to it, and buys some equipment by using the card. This is the raw material for a bicycle generator he wants to invent. Which he uses to light up his dark village.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=nHv1sNOBG30[/youtube]

    The ad is much too contrived, and it fails to connect. For one, public service is being pushed by every other brand these days, so this route has lost all credibility. And when it comes from a multinational credit card company, alarm bells go off in the head. Also, the treatment is really sad. While the ad attempts to re-create the magic of Ashutosh Gowariker’s ‘Swades’, it falls flat because there’s zero emotion in the TVC. The big pay-off, that of changing lives, gets completely lost in all the info and the din that’s squeezed into 30 seconds.

     

    Visa should stick to the ‘splurge with our card’ route. Even a country bumpkin aspires to get hold of the latest gadget.

     

    Rating: (On a scale of 1-5): 1. Tired idea. Poor execution.

     

  • Credit card company Visa has launched its nationwide campaign Dream to Advance, showcasing how Visa Debit helps fulfil the dreams of Indians – no matter where they are

    Visa launches ‘Dream to Advance’ campaign

    By A Correspondent

     

    Credit card company Visa has launched its nationwide campaign Dream to Advance, showcasing how Visa Debit helps fulfil the dreams of Indians – no matter where they are. A story told on television, Dream to Advance urges every Indian consumer to explore, discover and realise their dreams.

     

    Dream to Advance highlights the benefits of e-commerce and Visa Debit, which enables consumers achieve their ambitions, even if access to financial services in their small towns is limited. The new television campaign went on air recently.

     

    The concept and story created by BBDO Proximity India, the campaign Dream to Advance is a narrative of a young man who is able to achieve his dream for his village by using Visa Debit. It’s a collaborative effort, dialogues written by Gulzar and directed by Amit Sharma from Chrome Pictures, with legendary music director, Shantanu Moitra who has composed the background score for the emotive commercial. The commercial is shot in Kashmir, the backdrop of some of the most memorable moments in Indian cinema.

     

    Speaking on the campaign, Uttam Nayak, Group Country Manager, India and South Asia, Visa, said, “With the increasing use of Debit and eCommerce across India including smaller towns and cities, Visa believes in providing accessibility to Indians living anywhere in India to fulfill their dreams. Our new campaign is targeted at the common man and his aspirations. No matter in which corner of the world you are, Visa Debit can help you realise your dreams.”

     

    E-commerce, combined with electronic payments, is increasing accessibility and providing a higher degree of convenience for consumers. For those belonging to non-metro areas, the shift is empowering and creates a level-playing field as they can now buy the same products that their urban counterparts can. This has helped both e-commerce and the adoption of electronic payments in India’s hinterland.

     

    The TVC can be viewed on all leading channels across the country. Follow the link- http://www.youtube.com/watch?v=T44lW5FIq2g  to view the television commercial.