| Title | #KINDNESSISCASHLESS |
| Brand | VISA INDIA |
| Product / Service | VISA DEBIT |
| Category | D01. Social Video |
| Entrant | BBDO INDIA Mumbai, INDIA |
| Idea Creation | BBDO INDIA Mumbai, INDIA |
| Production | RED ICE FILMS 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 Modi | BBDO India | Copy Supervisor |
| 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 |
| Debajyoti Dutta | BBDO India | EVP – Mumbai Operation and Chief Integration officer |
| Shrutika Sinha | BBDO India | Account Director |
| Shonali Hazari | BBDO India | Account Executive |
| Kruttiventi Venkata Krishnam Raju | BBDO India | Agency Producer |
| Shimit Amin | Red Ice Films | Director |
| Gary Grewal | Red Ice Films | Producer |
In the chaos of demonetisation, ‘#KindnessIsCashless’ was a movement by Visa that aimed at inspiring acts of kindness amongst the digitally savvy Indian youth to help and teach millions of cash loving Indians across the country make every day cashless debit card transactions.
In India, film is the most powerful medium to get people’s attention. So we launched the ‘#KindnessIsCashless’ movement with a heart-warming film about a role-reversal where a student gave his teacher the most important lesson that the whole country could benefit from. Next we used radio jockeys, rappers, YouTube celebrities and war photographers, whose moving and inspiring images were turned into recruitment ads, social posts, calendar and exhibitions, to reach out to as many youth as possible. And to reach remote areas like the slums of the country, we created a new and unique medium – the ATM security guard. Here we tied up with security agencies and trained their guards for free. These guards in turn taught Dharavi, Asia’s largest slum, how to go cashless in a simple and engaging manner… using Indian rhymes and Bollywood songs! And all this kindness, did help India in becoming more cashless.
o Debit card transactions grew 100% o 50% more POS machines activated o 111 million more people used their cards for payment o 109 million less people used their cards at ATMs
India was plunged into chaos on 8th November 2016 post the Government of India’s ban of all ?500 and ?1000 bank notes. In this context, our brief was to empower cash loving Indians with the knowledge and know-how on how to make cashless transactions with their debit cards. Here amidst the chaos we saw something beautiful. We saw acts of kindness. People going out of their way to help one another across ATM lines by providing them water, food and chairs to rest. As we saw these acts of kindness grow, we realised Visa could do more. It could help direct the acts of kindness to help people in the long ATM queues get out of these queues. This led us to ‘#KindnessIsCashless