Write a short summary of what happens in the film

Every form of technology has early adopters. In India, it’s the millennials. Who’ve transitioned from cassette players to music streaming. Our data-led narrative needed to be: For the millennials, of the millennials, by the millennials and communicate the seamlessness of tapping to pay in millennial lingo – Tap to pay with Visa. Just like that. We created a montage style film with a library of tapping situations, depicting consumer & merchant behavior, with a unique sound arc, cut to the rhythm of life A fly on the wall visual treatment mixed with a New-age Indian fusion soundtrack composed by renowned music director Mikey McCleary, made for a relatable and authentic film, which captured the brand’s ageless progressiveness, and unbound spirit. Our approach to film making tapped into consumers from all walks of life; in turn, creating a slice of life film.

Cultural/Context information for the jury

Tapping has been a part of Indian culture since time immemorial. Be it dance forms like Bharatanatyam, playing an instrument like the tabla or even tapping a watermelon before purchase. Which is why, we selected the Dotara - 14th century, 2-string instrument & amalgamated it with warm/happy new-age beats, in order to create a much loved soundtrack, to which our film was cut. To summarize, the campaign was essentially built upon the cultural Indian insight of tapping.