After the pandemic, most consumers have moved from cash to cashless transactions. It is here that Visa a payment card services company claims to have an edge thanks to the safety and security measures undertaken to drive safe transactions. “We want to make sure that when people pay with visa, they’re paying most securely and that’s the basis for our campaign, ‘Pay safe with visa’. This is because we have a strong reason to believe that Visa is the most secure way to pay. We have strong product innovation and technology to back this up from something as simple as when you make a payment online with your card, there is a process called tokenisation whereby while you may type in your card digit numbers, etc, what the merchant gets is just a token. It’s a masked identity and we call this tokenisation and this is one of the most advanced technologies to facilitate safe and secure payment,” Sujatha V Kumar, Head of Marketing, Visa India and South Asia, said.
The payment card services further claimed that it has built-in layers of security to ensure safe transactions. While evangelism remains one form of marketing undertaken by the company, the form is Visa’s partnership with global sports tournaments including the ongoing Olympic Games in Paris, France besides FIFA World Cup. According to Kumar Visa’s association dates back to 1986, while in India the company on-boarded its very first athlete PV Sindhu in 2019, and this year it has signed Neeraj Chopra. “Sports is a great property which unites the world. The reason we signed them up is because they connect with everyone in this country and are very close to our brand value which is for everyone, everywhere. In total within the universe of Visa, we have signed up 17 athletes,” she added.
The company which further claims to spend 50% of its advertising on traditional medium and another 50% on digital, added that the latter helps in taking targetted communication forward. “We use traditional medium for evangelism. At the same time, we have seen a lot of growth in social and digital media. For us the aim is to tap into passion points of consumers,” he noted.
Besides the consumer facing side of the business, Visa also works banks, merchants, among others. The company calls itself as B2B-to-B2B-to-B2C.