| Title | #KINDNESSISCASHLESS (DHARAVI SECURITY UPGRADE) |
| Brand | VISA INDIA |
| Product / Service | VISA DEBIT |
| Category | D02. Use of Ambient Outdoor |
| 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 |
| Siva Romero | BBDO India | AV Director |
| Richa Lal | BBDO India | AV Producer |
| Devenra Sawant | BBDO India | Photographer |
| Omkar Rachha | BBDO India | Visualizer |
| Mandeep Singh | BBDO India | Events |
| Sudhir Pandey | BBDO India | AV Producer |
On 8th November, 2016, the Indian government banned the most used 500 and 1000 rupee currency notes. 80% of India pays with cash. To educate Indians about the alternate ways payment, Visa launched its national movement #KindnessIsCashless. But remote areas like the slums of India needed a new and unique solution. So used an innovative medium – The ATM security guard. We tied up with security agencies and trained the guards. These guard stationed outside ATMs gave out message that “ATM card can also be used to make everyday payments” And they did this in an engaging and entertaining manner with the use of Indian rhymes and Bollywood songs.