Visa launches ‘Tap to Pay’ Campaign to Promote Daily Contactless Payments

VISA, the NYSE-listed global leader in payments technology, on Monday, rolled out a new brand campaign ‘Tap to pay with Visa. Just like that.’ to promote contactless everyday payments in India. The campaign focuses on how the universal behaviour of tapping can become a common payment method, and showcases the simplicity of using the Visa contactless card. This new campaign emphasises the ease of use of contactless payments for low-ticket transactions.

TR Ramachandran, Group Country Manager for India & South Asia, Visa, said that the campaign, ‘Tap to pay with Visa. Just like that.’, is designed to drive consumer awareness of contactless payments by drawing attention to their simplicity. Through this campaign, the company is trying to induce a change in consumer habit, showcasing that payments can be a lot simpler than you think.

Visa data shows that a majority of face-to-face transactions, about 87 percent, are of below INR 2000 also the threshold for contactless transactions. The company is constantly working to transform digital payments through technology and a contactless card makes such payments frictionless. The campaign brings to life the thought that a tap, a simple action we inadvertently do every day, can mean much more and can actually help make everyday payments simple, he said.

A contactless card is a Near Field Communication-enabled card which allows a user to simply tap their card on a POS terminal to make a payment. There is no requirement for a PIN or signature for these transactions (below INR 2000), thereby drastically reducing transaction time from about 30 seconds to just three seconds. Contactless cards help a cardholder to not just make small ticket purchases digitally but to reduce billing time and pay quickly and in a secure manner. A study by Visa in Australia shows that 41% of retailers witnessed an increase in sales by introducing the contactless payment method. Customer stickiness too improved due to quick transaction time and ease of use of contactless payments.

Crafted by Isobar, the campaign will be driven by a robust 360-degree approach that spans across TV, print, digital, social media and outdoor channels. On the launch of the campaign, Shamsuddin Jasani, Group MD, Isobar South Asia said that they are very excited and honoured that Visa has believed in them to work on such an important campaign. The work they have done on this campaign reflects their ethos of ideas without limits. He is really proud of the team who have been able to transcend mediums to deliver this project, he said.

Speaking about the campaign, Anish Varghese, National Creative Director, Isobar India said that the brief was pretty simple: How can we drive the practice of Visa’s contactless card for everyday spends? When they dug deep into the ask, they realised that it’s a complete behaviour change - from dipping to tapping of the card. They looked for a lingo which millennials can relate to, and a behaviour that an older audience can adapt. Tapping has been a part of its culture since ages, be it dance forms like Odissi or Bharatnatyam, or even playing an instrument like the Tabla or a Cajon. They even tap a piece of furniture before buying. That’s precisely why they weaved this campaign around the cultural insight of tapping, and narrated it as Tap to Pay with Visa. #JustLikeThat, which is relatable, authentic and captures the brand’s unbound spirit, he said.

The ‘Tap to Pay with Visa. Just Like That’ campaign will focus on situations that showcase the way a person taps in everyday life – like an Odissi dancer tapping her feet, tapping a spatula while cooking, double tapping to like something on social media and children tapping each other while playing in the streets. It then shows how to make a payment by simply tapping on a payment terminal with a Visa contactless card. It draws on local colloquialism to convey the simplicity and convenience of making cashless payments through the card and creating a payment experience for cardholders, Just like that.