| Title | #KINDNESSISCASHLESS |
| Brand | VISA CONSOLIDATED SUPPORT SERVICES (INDIA) |
| Product / Service | VISA DEBIT |
| Category | A01. Creative Effectiveness |
| Entrant | BBDO INDIA Mumbai, INDIA |
| Idea Creation | BBDO INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Josy Paul | BBDO India | Chairman & CCO |
| Ajai Jhala | BBDO India | Chief Executive Officer |
| Hemant Shringy | BBDO India | Executive Creative Director |
| Sandeep Sawant | BBDO India | Executive Creative Director |
| Rajesh Sikroria | BBDO India | President |
| Rajat Mendhi | BBDO India | Executive Vie President - Planning |
| Manisha Sain | BBDO India | Associate Vice President - Planning |
| Balakrishna Gajelli | BBDO India | Sr. Creative Director |
| Yash Modi | BBDO India | Group Head - Copy |
| Shonali Hazari | BBDO India | Sr. Account Executive |
| Shrutika Sinha | BBDO India | Account Director |
| Hitesh Shah | BBDO India | Head of Production |
| Vijay Kumar Vasala | BBDO India | Sr. Art Director |
| Rajeev Mohite | BBDO India | Studio Visual Editor |
| KV Krishna | BBDO India | Agency Producer |
| BBDO Studio Team | BBDO India | Production |
| Debajyoti Dutta | BBDO India | EVP, Account Management |
| Samiya Dalwai | BBDO India | Art Director |
| Yash Rege | BBDO India | Associate Creative Director |
| Pintu Bisoyi | BBDO India | Art Director |
| Mahendra Rajput | BBDO India | Art Director |
Great marketing transcends functional messages, capturing the zeitgeist of the moment. On November 8th, 2016, when the government banned 86% of India’s currency in circulation throwing its people into the chaos of ATM queues, Visa through #KindnessIsCashless tapped into the goodness emerging out of this collective suffering. The campaign inspired over 1.27 million people to become its ambassadors to help Indians out of ATM queues, directly led to rise in preference for Visa in this cash-loving nation and more than doubled Visa debit card retail transactions – far ahead of competition.