Financial Daily from THE HINDU group of publications
Friday, Aug 29, 2003
Financial Daily from THE HINDU group of publications Friday, Aug 29, 2003 |
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Marketing
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Advertising Visa to launch new regional commercial for `All it Takes' Our Bureau
Mumbai , Aug. 28 VISA will launch a new regional TV commercial, Monster Chase, which carries forward the credit card major's `All it Takes' branding in India. In the 60-second spot made by BBDO Asia Pacific, the animated Lara Croft interacts with her real-life counterpart in a high-voltage action sequence. The commercial will be released simultaneously with the movie Lara Croft Tomb Raider II: The Cradle of Life, on September 5, according to a news release. "Monster Chase seeks to appeal to Asia's growing population of young technology-savvy consumers," Mr Rajiv Kapoor, Executive Vice-President - Marketing & Product Sales for Visa Asia Pacific, was quoted as saying. "The new commercial also reminds consumers that Visa is relevant for many scenarios, especially new payment situations, such as doubling up as an access card." About 59 per cent of all card purchases in the Asia Pacific region are made using Visa cards, the release added. Monster Chase is the fourth TV commercial in Visa's `All it Takes' brand campaign; the last one was Tuk Tuk, starring Pierce Brosnan and Zhang Ziyi.
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