MAM
Richard Gere to star in Visa’s commercial filmed in India
MUMBAI: Visa International has roped in Richard Gere to star in its new commercial that have been shot in Jodhpur in Rajasthan. The commercial will be aired across Asia Pacific and appropriately, India will be the first market that the ads will be aired in starting 9 June.
The commercial reflects the beauty, scenery and the imagery of India and brings together a cast and crew that is a blend of the best of East and West. The central theme of ‘Birds’ is based on the spirit of generosity and the giving spirit demonstrated through the ritual of letting birds go free to bring good luck to a relative or friend embarking on a journey, a ritual that runs across several different cultures in the Asia Pacific region including India.
Speaking at the launch of the commercial, Visa International country manager – South Asia Santanu Mukherjee said, “We are extremely excited that India was chosen as the setting of this commercial, starring one of the most well-known Hollywood actors and an admirer of India. ‘Birds’ will act as a platform to present the tradition, colours and imagery of India to the rest of the world.”
“India is one of the top performing and fastest growing countries for Visa in the Asia Pacific region. The launch of this commercial further reinforces the increasing importance of India in Visa’s brand and marketing strategy, as for the first time a distinctly local Indian flavour has been used for one of our regional Asia Pacific commercials. We believe that ‘Birds’ is a true testimony and symbol of incredible India,” he added.
Commenting on his experiences during the making of the commercial, Gere said, “India is like a second home to me. The warmth and friendliness of its people has always been a great attraction that brings me here over and over again. It was great fun to be working on Visa’s commercial in the beautiful city of Jodhpur. Jodhpur, reflects the vibrancy, colour, beauty and history of India. Hopefully, it’s an interesting fusion of east and west and of the ancient and modern. It brings together the beauty, simplicity and thoughtfulness of India filmed against the vibrant and warm backdrop of the markets of Jodhpur. It was wonderful working with the cast and crew who themselves are a blend of east and west – with the creative team from Australia, the production team from India and my Indian counterparts in the cast.”
Mukherjee added, “When we began working on our new Asia Pacific commercial – as part of the ‘All it Takes’ brand campaign – we sought out the ‘perfect celebrity’ and theme that would reflect our brand promise and commitment of empowerment. Based on our consumer research conducted across the region, Richard Gere emerged as one of the most highly rated screen personalities. He is perceived as sophisticated, gentlemanly, charming and universally respected – qualities that we want the Visa brand to reflect. The commercial depicts a true blend of Hollywood and Bollywood – featuring India’s film production and expertise, as well as local talents among the cast and crew.”
Mumbai-based Ranjit Barot composed the earthy and rhythmic music for the commercial, which was produced and developed by Visa’s advertising agency BBDO Clemenger, Australia with support and collaboration from Stratum Films of Mumbai.
The commercial was filmed at the Meherengarh Fort in Jodhpur, where the production team recreated Jodhpur’s famous bustling market streets highlighting its rustic and vibrant nature.
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
