Q] Visa recently named Shah Rukh Khan (SRK) their brand ambassador for India. What makes him a right fit for the brand?
If you look at Visa’s journey, there are a couple of constants. One, we are an iconic brand. Second, we have a deep-rooted legacy of trust. And third, we operate as one network around the globe. We wanted someone who could be the best messenger for our truth, and bring that ‘global’ storytelling to life. We also wanted our ambassador to represent how consumers are behaving today. Khan embodies an Indian with global aspirations. Our strategy was to bring two icons together—brand Visa and brand SRK.
Q] The brand’s ‘Infinitely More’ campaign conveys that consumers value experiences more than ownership. What insights drove the idea and execution?
From a consumer lens, we are seeing an evolution from ownership to access. People want to experience more, beyond the possessions they have. They also want to live life more meaningfully through experiences. Our clear consumer insight was that people increasingly want to live an ‘infinitely more’ life.
Q] The campaign film incorporates certain nostalgic elements from Visa’s previous campaigns. Was that a conscious choice?
We like to call them breadcrumbs or Easter eggs—this is where marketers in the room have fun. The work that has gone into building an iconic brand like Visa has played an important role in where we stand today. Therefore, nostalgic elements from our previous work have been carefully crafted into this modern day rendition. The idea is to present our continuing global legacy. It is also about how you capture the imagination of the consumer with smart storytelling. We call it the classic ‘peeling of the onion’. You watch the ad once, you like some bits of it; you watch the ad twice, you discover a new truth; you watch it for the third time, you notice nostalgic references hidden here and there. We looked at this whole story from an entertainment point of view as well.
For example, the tuk tuk driver in the film is the same person who was in the Visa ad, from over 20 years ago, featuring Pierce Brosnan. There is an interesting backstory as well. He had never been outside Thailand. He did not even have a passport. We tracked him down, got him a new passport, flew him into India for the shoot, and all of this was pulled off in four days.
Q] Has there been any early feedback on the campaign?
From a measurement perspective, we are doubling down on how we connect business results to storytelling. We are executing a full funnel approach. This piece of communication from Visa not only shows impact on top-funnel metrics like views, impressions or engagement rates, but also on middle and bottom-funnel results, which means actual business moves the needle. We are following a platform approach, where those who watch the ad can actually get some tangible benefits by registering on the platform.
Q] The campaign features a platform that unlocks dining, travel, and other experiences for consumers. Can we say that Visa is moving towards a ‘lifestyle brand’ positioning?
I do not think Visa is heading towards a particular positioning. The positioning of a brand which has its core in trust, global acceptance and rewards, will continue to stay the same. The packaging around it, in this campaign, is such that we are bringing culture into the equation, and part of culture today comes from consumer insights. We understand that most consumers in India are looking for more experiential outings and therefore, we tried to bring that into the campaign.
Q] What role do creators occupy in your marketing strategy? Are they a core part of how you connect with younger audiences?
What is core to how we operate is the message we want to send out. Creators play a key role in our 360-degree approach by living the idea of an experiential life. They help consumers manifest what we say in ways which are tangible and become proof points for our consumers.
We also believe that today, the consideration of younger audiences cannot be made just by age. ‘Young’ is a mindset because there is always something you look forward to, like feeling better and experiencing better.
In this particular campaign, SRK actually over-delivers on some of the younger demographics. People tend to classically divide the world into film stars and creators. We do not look at it that way. We are metrics-driven and look at this mix from an impact point of view.
Q] Globally, Visa has often been associated with sports and culture events such as the FIFA World Cup and Olympics. How does that translate in India?
We term them passion pillars—experiences that our consumers would want to unlock and how Visa can enable them. These passion pillars, whether it is sports, entertainment, lifestyle or music, are the perfect confluence of culture and commerce, and that is exactly where the brand wants to be. At its core, Visa is enabling payments, but these payments can unlock FIFA, the upcoming LA Olympics, or a concert in India.
Q] What is your current marketing focus, and what will go on to define marketing success for the brand this year?
There are two parts to your question. On the marketing front, Visa’s core positioning will always be of a payment-enabler. The way that comes to life is by unlocking more experiences for consumers. For example, we unlocked FIFA for India by partnering with an issuer to create a programme where the winners will get to watch the matches live in the United States. Going forward, we’ll continue to follow consumer culture and unlock many more such experiences.
On the metrics side, we look at top-funnel indicators such as mental availability and long-term brand preference. But ultimately, we’re more focused on business metrics. We closely track how stronger brand preference translates into higher transaction volumes.
PROFILE
Gaurav Ramdev serves as Head of Marketing – India and South Asia at Visa, where he is responsible for strengthening marketing efforts across the ecosystem, with a focus on brand-building and customer engagement. He brings nearly two decades of experience across Consumer Packaged Goods (CPG) and fintech sectors. He joined Visa in October 2025 from Protean eGov Technologies, where he was the Chief Growth & Marketing Officer. He has previously led marketing at Coca-Cola INSA and Razorpay.
ABOUT THE BRAND
Visa is a digital payments company, facilitating transactions between consumers, sellers, financial institutions and government entities. It operates in over 200 countries and territories with products and services available on cards, laptops, mobile devices, and more. Their mission is to connect the world through a payments network that’s innovative, convenient, reliable and secure while enabling individuals, businesses and economies to thrive.
FACTS
Media Agency: Starcom India
Creative Agency: Leo India
Digital Agency: Schbang
PR Agency: MSL
