Visa likens e-commerce to body waxing in ad to reassure first-time internet shoppers in India

BBDO has launched a campaign for Visa in India to ease people’s fears of using a credit card to pay for items on the internet.

In a 20-second TV ad, a man tries out body waxing for the first time as he tries to improve his chances with the ladies.

The ‘Pay With Confidence’ campaign is based on research that found that while 60 per cent of Indians from semi-urban households want to shop online, most are hesitant the first time around. The campaign targeted at first time online shoppers in tier two and tier three towns.

Josy Paul, chairman and CEO of BBDO India, said: “Through this campaign we are empowering more and more Indians to be where they want to be by using the power of the internet and their Visa Debit cards. As newer towns and corners of India embrace e-commerce with first time purchases, it creates interesting awkward moments that are entertaining and filled with innocent joy. Even the old Bollywood song gets a fresh visual take.”


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