MAM
VISA’s joyride with Mr. Bond
West meets East seemed to be theme of VISA’s much appreciated television commercial starring the suave 
Pierce “Bond” Brosnan and Zhang Ziyi, the svelte actress who portrayed the rebellious martial arts exponent in the blockbuster Crouching Tiger, Hidden Dragon with aplomb. The memorable TV commercial for the Asia Pacific region was created by VISA’s ad agency BBDO.
The charming and enigmatic Brosnan seemed to be a perfect foil to the the “wild” Zhang in the 60-second nail-biting, action packed commercial. Of course, the typical Bond brand of humour and the famed facial expressions which have become a hallmark of Brosnan’s Bond character are all there in this roller-coaster drive of an advertisement. However, two things stand out and threaten to overshadow the superstars – the ‘tuk tuk’ and its driver!
Advertising folklore has it that the TVC was shot with over 200 crew, 100 extras and more than 100 cars and trucks to reconstruct a Chinatown setting with markets and traffic jams. Realism at its best in order to reflect the ethos and culture of the Oriental!
The commercial opens to the setting of a typical street in the crowded city of Bangkok with Brosnan caught in Bangkok’s famous traffic jam. Brosnan is racing against time to make it to his latest heartthrob Zhang. He abandons his sleek limousine and hitches a ride with a tuk tuk driver. The driver, who is an avid film watcher and a typical Bond fan, gets carried away with Bond’s on-screen persona. He embarks upon the “ride of his life” and the sophisticated Mr. Bond has to tag along. Brosnan empathises with his bravado and decides to humour him by joining in.
What follows is a nerve-wrecking journey along the streets of Bangkok as the obsessed driver crashes through billboards, restaurants and crowded markets. The “duo” – should we include the tuk tuk and say “trio” – leave a trail of destruction in their wake as they traverse through the lanes, bylanes and streets – not a trace of cemented avenues or four-lane concretised roads. Mercifully, the journey comes to an end and the debonair Brosnan is delivered to the doorstep of his beloved – at least for the time being.
It is then that tragedy strikes! The tuk tuk falls apart even as the driver and the urbane, refined and polished Brosnan escape without a scratch – or should we say “shaken but not stirred”. The thorough gentleman that he is, a grateful Brosnan whips out his VISA card and offers to pay for the damages!
The commercial ends on a humourous note as Brosnan discovers the tuk tuk driver waiting and wooing him for another ride on his brand new turbo-powered vehicle. The unbeatable gusto and charming smile of the tuk tuk driver will remain etched in memory for years. The punch line “All it takes” is VISA!
The TVC conveys that life is full of possibilities and the power to make things happen lies in the hands of the consumer – with VISA to assist the consumer. The advertisement highlights the versatility and power of VISA and is in line with the global “All it takes” brand advertising campaign. The advertisement exudes energy and confidence with bold and distinctive images – representing the vitality of VISA.
VISA International’s South Asia country manager Santanu Mukherjee says: “We believe this advertisement will reinforce VISA’s brand image as a leader in India. By combining our international association with the James Bond movie Die Another Day and bringing together international celebrities like Pierce Brosnan and Zhang Ziyi, who have a strong appeal across Asia and India, we hope to provide memorable and entertaining advertising. The advertisement aims at providing extraordinary surprises to ordinary everyday situations like a traffic jam!”
An excellent script laced with humour, the unmistakable charm of Brosnan and the rustic simplicity of an “ordinary” human being being elevated to sublime heights in the presence of an icon has delivered another winner for the global brand!
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
