PROBLEM : Millions of Indians are unable to take part in the country's economic progress because of poor infrastructure and no access to city amenities.

THE INSIGHT : But there is e-commerce, and that is available to all, including all Indians who have a debit card.

THE IDEA : VISA Debit liberates all Indians to dream big and seek advancement… by driving the right to financial and social inclusion for all Indians.

The integrated campaign was launched with a documentary style film based in Kashmir – a state battling geographical impediments, terror and militancy. The emotional story of a man who cycles to create light for his small town using Visa Debit card. The film directed people across the nation to log on to the dream2advance platform

RESULTS:

• The film crossed a million YouTube hits in one week.

• Google wrote to Visa stating the video generated the highest number of views in a day for any Banking & Financial Services campaign.

• Kashmir began to gain greater focus

• 4.5 million visitors on D2A.com

• 14298 dreams shared.

• 42,116,275 seconds - Total time spent on the platform.

• #dream trended in Delhi, Mumbai, Hyderabad and Pune as well as internationally in US and France.

The integrated campaign was launched with a documentary style film based in Kashmir – a state battling geographical impediments, terror and militancy. The emotional story of a man who cycles to create light for his small town using Visa Debit card. The film directed people across the nation to log on to the dream2advance platform.

- The film crossed a million YouTube hits in one week.

- Google wrote to Visa stating the video generated the highest number of views in a day for any Banking & Financial Services campaign.

- Kashmir began to gain greater focus

- 4.5 million visitors on D2A.com

- 14298 dreams shared.

- 42,116,275 seconds - Total time spent on the platform.

- #dream trended in Delhi, Mumbai, Hyderabad and Pune as well as internationally in US and France.