| Title | #KINDNESSISCASHLESS (KINDNESS AMBASSADORS) |
| Brand | VISA INDIA |
| Product / Service | VISA DEBIT |
| Category | G06. Photography / Curation of Images |
| Entrant | BBDO INDIA Mumbai, INDIA |
| Idea Creation | BBDO INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Josy Paul | BBDO India | Chairman & Chief Creative Officer |
| Hemant Shringy | BBDO India | Executive Creative Director |
| Sandeep Sawant | BBDO India | Executive Creative Director |
| Balakrishna Gajelli | BBDO India | Sr. Creative Director - Art |
| Yash Rege | BBDO India | Associate Creative Director |
| Yash Modi | BBDO India | Copy Supervisor |
| Mahendra Rajput | BBDO India | Sr. Art Director |
| Pintu Bisoyi | BBDO India | Art Director |
| Ajai Jhala | BBDO India | Chief Executive Officer |
| Rajesh Sikroria | BBDO India | President |
| Rajat Mendhi | BBDO India | Executive Vice President - Planning |
| Manisha Sain | BBDO India | Account Director - Planning |
| Kruttiventi Venkata Krishnam Raju | BBDO India | Agency Producer |
| Hitesh Shah | BBDO India | Studio Manager |
| Debajyoti Dutta | BBDO India | EVP – Mumbai Operation and Chief Integration officer |
| Shrutika Sinha | BBDO India | Account Director |
| Shonali Hazari | BBDO India | Account Executive |
| Sameet Koyande | BBDO India | Sr. Graphic Artist |
| Shankar Yelugu | BBDO India | Graphic Artist |
| Venkatesh Pagidimarry | BBDO India | Graphic Artist |
| Rajeev Mohite | BBDO India | Graphic Artist |
| Shimit Amin | Red Ice Films | Director |
| Gary Grewal | Red Ice Films | Producer |
| Shome Basu | BBDO India | Photographer |
| Devenra Sawant | BBDO India | Photographer |
| Sudhir Pandey | BBDO India | AV Producer |
In the chaos of demonetisation, ‘#KindnessIsCashless’ was a movement to help teach millions of Indians make cashless debit-card transactions. Getting the digitally-savvy youth to notice your idea is always a difficult task and convincing them of something is even harder. We knew that people learn through examples, especially the youth and they are always ahead in teaching others about new things. We took our idea right to them in a way they couldn’t ignore it. We decided to put up an exhibition of images of kindness being shown during the demonetisation period at a very popular mall. The idea of showing the ground reality of kindness through the photographs of renowned war photographer Shome Basu was a real hit
Tying up with a well-known war photographer Shome Basu, we captured instances of kindness during the chaos of demonetisation. Visa had already started its drive of #KindnessIsCashless through print, film, outdoor mediums, and taking these pictures through the route of an exhibition at a mall was a powerful way of getting more and more digitally savvy youth to join the movement.
o 1.27 million digital ambassadors recruited o Organic engagement rate increased from 2% to 8% o 100% increase in transactions o 50% increase in POS transactions
The youth of India are more tech savvy than the older generation and they have on occasions shown their teaching side of helping others in understanding technology. But getting them to be involved in a bigger way required doing something different. So as part of Visa’s ‘#KindnessIsCashless’ movement we took our idea right to them in a way they couldn’t ignore it. We decided to put up an exhibition by the famous war photographer Shome Basu of images of kindness being shown during the demonetisation period at a very popular mall. The idea of showing the ground reality of kindness through the photographs of a renowned war photographer was a real hit. We immediately saw them come forth and pledge to participate.