By A Correspondent

Visa has launched its new brand campaign ‘Reimagine India’. Crafted by BBDO, the ad is based on the platform for Visa in India- “You reimagine India. We reimagine payments’. The campaign is driven through a robust 360-degree approach that spans TV, OOH, social and digital mediums.

Said CMO Manmeet Vohra: “In this new age digital India, consumers, especially millennials, do not recognise barriers and want to use technology to lead a friction-less life. As a brand, Visa is an enabler. It is an enabler of dreams, promises and aspirations as it seamlessly moulds into the unbound lives of progressive Indians and making them feel free, unencumbered and in total control by providing them reimagined payment experiences as they #ReimagineIndia.

Added Josy Paul, Chairman and Chief Creative Office, BBDO India: “Visa is creating a friction-less world of digital money so that people can go about their lives smoothly and without everyday payment interruptions. Our work dramatises the brand’s mission in the context of a new India that is re-imagining itself as it evolves and breaks from the past. The campaign is inspired by transformational stories of ageless progressive Indians today who are reimagining every aspect of life. Visa, embodies this ‘unbound’ spirit that’s leading today’s India Reimagined. So, while you reimagine India, Visa continues to reimagine payments,”