In a world where consumers are increasingly prioritising experiences over possessions—whether it is a cup of coffee in a new city, a concert with friends or a once-in-a-lifetime sporting experience—financial transactions can unlock a lot more than something that just sits on a shelf. It is this shift in aspirations that Visa is tapping into with its campaign ‘Infinitely More’.
Gaurav Ramdev, Head of Marketing – India and South Asia, Visa, believes that there has been an evolution in consumer preferences from accumulations to access. “People want to experience more, besides the possessions they have. They also want to live life more meaningfully through experiences,” he says, revealing the consumer insight that drove the campaign.
Watch the full interview here:
‘Infinitely More’ features Shah Rukh Khan, who has also been appointed Visa’s brand ambassador for India. Reflecting on how the actor fits into the brand philosophy, Ramdev says, “We wanted someone who could bring the ‘global icon’ storytelling to life. SRK is the embodiment of an Indian who is globally ambitious, has a set of aspirations to achieve and looks beyond just everyday possessions.”
While the campaign is rooted in contemporary aspirations, it also gives a nod to the brand's legacy through subtle, nostalgic elements. Ramdev calls these ‘breadcrumbs’ or ‘Easter eggs’ that reward audiences with every viewing. One such detail is the return of the tuk-tuk driver from Visa’s earlier campaign featuring Pierce Brosnan. “We tracked him down. We got him a new passport in Thailand. He flew into India for the shoot, and all of this was done in four days,” he recalls.
Ultimately, the campaign, while positioning Visa as a payments-enabler, also places importance on the experiences it helps unlock. By tapping into cultural touchpoints, Visa aims to strengthen its connection with consumers beyond the payment experience. “We have unlocked FIFA for India, where we worked with a partner issuer and created a programme around it. The winners of that contest are actually going to watch the game live in the United States. As we move forward, we are going to follow the consumers in this culture, and unlock a lot more experiences,” Ramdev concludes.
