| Title | DREAM2ADVANCE |
| Brand | VISA |
| Product / Service | WWW.DREAM2ADVANCE.COM |
| Category | B01. Corporate Image & Information |
| Entrant | BBDO INDIA Mumbai, INDIA |
| Entrant Company | BBDO INDIA Mumbai, INDIA |
| Advertising Agency | BBDO INDIA Mumbai, INDIA |
| Production Company | RED ICE FILMS Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Josy Paul | BBDO INDIA | Chief Creative Officer |
| Rajdeepak Das | BBDO INDIA | Executive Creative Director |
| Danny Searle | BBDO INDIA | Regional Creative Director |
| Sandeep Sawant/Hemant Shringy | BBDO INDIA | Creative Director |
| Josy Paul/Rajdeepak Das/Hemant Shringy/Sandeep Sawant/Indrajeet Kadam/Ankit Path | BBDO INDIA | Copywriter |
| Indrajeet Kadam/Rajdeepak Das/Sandeep Sawant/Josy Paul/Hemant Shringy | BBDO INDIA | Art Director |
| Indrajeet Kadam/Anant Nanvare/Mausami Shirsekar | BBDO INDIA | Illustrator |
| Avadhoot Hemade/Indrajeet Kadam/Sandeep Sawant | BBDO INDIA | Photographer |
| Indrajeet Kadam/Anant Nanvare/Mausami Shirsekar | BBDO INDIA | Typographer |
| Ajai Jhala | BBDO INDIA | Chief Executive Officer |
| Rajat Mendhi | BBDO INDIA | Head Of Planning |
| Sidheshwar Sharma | BBDO INDIA | Regional Business Director |
| Hitesh Shah/Shankar Yelegu | BBDO INDIA | Agency Production Manager |
| Sameet Koyand/Venkatesh Pagidimarry/Sachin Kelkar | BBDO INDIA | Retouch Artist |
| Suresh Ambre/Umesh Dabholkar | BBDO INDIA | Studio Services |
| Gary Grewal/Varun Mansharamani | RED ICE FILMS | Producer |
| Surya Balakrishnan | RED ICE FILMS | Director |
| Ashima Narain | RED ICE FILMS | Director Of Photography |
| Naveen Pun | RED ICE FILMS | Editor |
| Clinton Cerejo/Hanif | RED ICE FILMS | Music |
This simple idea demonstrated how the Visa Debit 'Dream2Advance' initiative creates a world free of barriers to enable progress and advancement. To the final user in the online community it inspired social action with Visa Debit. This idea inspired the Visa Debit 'Dream2Advance' TV commercial on women's education. The TV commercial garnered over 6.4 million views on YouTube. There were 75 million impressions made on Facebook with the video being shared 20,000 times. During the initiative, we garnered over 325,000 unique visitors on the 'Dream2Advance' website. The film was also honoured with the Best Film award from the Government of India.
In the 'Saree School' we re-thought the traditional women's clothing by printing school lessons into its design. In doing so we merged the one thing that women love the most, beautiful sarees, and the one thing that would enable advancement of women in rural India, education. These sarees were distributed to hundreds of women across Deurwada, Kaundinyapur, Baskheda, Circuspur villages. These sarees themselves were our medium of communication. As the women who wore the 'Saree School' sarees went about doing their daily chores; be it walking miles through their village to fetch water or using it as a cradle for their babies, as a curtain and even as a rug on which they dry spices in the hot sun, they spread the idea of education and learning to many.
Our audience was the young Indian. They, unlike a generation before them, are immensely ambitious and seek inspiration and tools that enable them to access advancement in life. Visa Debit, the world over, is the tool that enables access to a new world free of barriers, for everyone, everywhere. Our strategy to connect with this audience was to inspire and bring them together over a shared purpose. We did this by creating an inspiring product, the 'Saree School'. This idea inspired and demonstrated to our audience how the Visa Debit 'Dream2Advance' platform breaks barriers to enable advancement in life.