BBDO INDIA, Mumbai / VISA / 2013
This film is a documentary style emotional story of a young man who cycles to create light for his small town where electricity keeps going off and on, so that children come out to play and are not afraid of the darkness or of going to the local school.
To find the right parts to create his 'ingenious' cycle generator, he uses his Visa Debit card on the Internet. It opens his world to the joy of doing good for his town. It's a simple attempt to show how you can be anywhere in the remotest parts, but with Visa Debit and the Internet you can complete even the most ambitious tasks.
The ad is among the first recent projects shot in Kashmir, an area of the country, which has suffered exclusion from India’s growth story. The location was chosen to correspond to the story, which drives the right for financial inclusion for all.