The Brief

Unlike a generation before them, young Indians from every corner of India want to access a new world of progress and advancement. They are ambitious and hungry to make something of themselves and the world around them - and they seek tools that enable this. Visa Debit 'Dream2Advance.com' initiative is an online collaborative platform, that inspires and enables young Indians to come together to create positive change. Through the 'Dream2Advance' platform, wanted to demonstrate how the brand enables people to access progress and advancement without barriers.

Describe how the promotion developed from concept to implementation

Women's education is a huge problem in 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 immediately became a part of the daily lives of women enabling learning as they went about their daily chores.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Visa Debit is a tool that enables access to a new-world free of barriers, for everyone, everywhere. The 'Saree School' demonstrated how Visa creates a world free of barriers to enable progress and advancement. To the final user, in the words of Asha Tai, the village head of Deurwada 'These sarees have helped women learn to write their own names and start doing basic calculations'. And to the Visa community it inspired social action with Visa Debit.