A touching turn

Visa narrates a heartwarming story; see how a student solves a teacher’s problem

There is no denying the fact that the recent demonetisation has boosted services of electronic payment networks such as Paytm, Visa, Maestro, Mastercard, Freecharge, etc in India. Also, the stress on digitisation of economy by the government, promotion of alternate payment methods like mwallets has made the electronic payment gateways and platforms perform extraordinarily well over the months.

Among other electronic payment brands like Paytm, who are aggressively branding their platforms, Visa network is also promoting cashless transactions with its recently launched campaign #KindnessIsCashless.

Conceptualised by agency BBDO India, the campaign highlights the effortlessness of transactions through cards, instead of cash. Effectively underlining the positive aspects of a hassle-free transaction, the ad revolves around a student and teacher, with the narration from the teacher’s perspective.

Centred on the immediate effect of demonetisation – “Chutte nahi hai?” the story shows the hassle of the teacher, who struggles to tender exact change for purchasing various things. Noticing the hassled teacher, the student offers to help him out by educating him on the use of his ATM card.

The narrative beautifully showcases the relationship between the teacher and his student and how the student ends up educating the teacher. The ad beautifully concludes with the sign-off – Reach out and teach someone to go cashless.

The #KindnessIsCashless campaign by Visa was very different from the previous that were more hip and contemporary in the tone of communication. While the previous campaign saw lifestyle inclined approach, this one was rather emotional.

While the advert is spot on the narrative, it somewhere has a flavour of Paytm’s tone. Especially the moment in the ad when the student says, “Chuttey ki jhig jhig”, the consumer would first be reminded of the previous ads by Paytm that was centred on the exact same theme.

While some might argue about the contextual difference of both the ads as the Paytm campaign centred on the problem of chuttey (change money) was released in the pre-demonetisation period. The line is still fresh in the consumers’ mind. And being in the same industry, one cannot afford to give away the credits of another brand’s recall despite making such a nice film. Maybe Visa did not look this through.

Visa’s #KindnessIsCashless is a long narrative compared to the usual adverts. And while the two minute twenty seconds advert depicts a nice relationship and leaves a smile on your face as it concludes, it fails to address a few major pain-points of cashless transactions.

In an economy like India, people fear virtual transactions; majority of people, who have ATM cards do not bother to register for net banking or even swipe their cards for general purchases. The ad does not break the inhibition of a person, who is apprehensive on opting for cashless transaction.

And that is the only target audience that the brand needs to appeal to… everyone else has already been doing it. We feel the ad could be better if it stressed on breaking the ice for cashless transactions and tried to educate the apprehensive group on the process, while giving a reassurance that “IT IS SAFE”, perhaps the safest means of transaction. Just a call-to-action might not help always.