MAM
Visa launches Tap to Pay campaign to promote everyday contactless payments in India
MUMBAI: Visa, the global leader in payments technology, today launched a new brand campaign ‘Tap to pay with Visa. Just like that.’ to promote contactless everyday payments in India. The campaign focuses on how the universal behaviour of tapping can become a common payment method, and showcases the simplicity of using the Visa contactless card. This new campaign emphasises the ease of use of contactless payments for low-ticket transactions.
Commenting on the launch, TR Ramachandran, Group Country Manager for India & South Asia, Visa, said, “The campaign, ‘Tap to pay with Visa. Just like that.’, is designed to drive consumer awareness of contactless payments by drawing attention to their simplicity. Through this campaign, we are trying to induce a change in consumer habit, showcasing that payments can be a lot simpler than you think.
Visa data shows that a majority of face-to-face transactions, about 87%, are of below INR 2000[1], also the threshold for contactless transactions. We are constantly working to transform digital payments through technology and a contactless card makes such payments frictionless. The campaign brings to life the thought that a tap, a simple action we inadvertently do every day, can mean much more and can actually help make everyday payments simple.”
A contactless card is a Near Field Communication-enabled card which allows a user to simply tap their card on a POS terminal to make a payment. There is no requirement for a PIN or signature for these transactions (below INR 2000), thereby drastically reducing transaction time from about 30 seconds to just three seconds. Contactless cards help a cardholder to not just make small ticket purchases digitally but to reduce billing time and pay quickly and in a secure manner. A study by Visa in Australia shows that 41% of retailers witnessed an increase in sales by introducing the contactless payment method. Customer stickiness too improved due to quick transaction time and ease of use of contactless payments.
Crafted by Isobar, the campaign will be driven by a robust 360-degree approach that spans across TV, print, digital, social media and outdoor channels. On the launch of the campaign, Shamsuddin Jasani, Group MD, Isobar South Asia said, “We are very excited and honoured that Visa has believed in us to work on such an important campaign. The work we have done on this campaign reflects our ethos of ideas without limits. I am really proud of the team who have been able to transcend mediums to deliver this project.”
Speaking about the campaign, Anish Varghese, National Creative Director, Isobar India states, “The brief was pretty simple: How can we drive the practice of Visa’s contactless card for everyday spends? When we dug deep into the ask, we realised that it’s a complete behaviour change – from dipping to tapping of the card. We looked for a lingo which millennials can relate to, and a behaviour that an older audience can adapt. Tapping has been a part of our culture since ages, be it dance forms like Odissi or Bharatnatyam, or even playing an instrument like the Tabla or a Cajon. We even tap a piece of furniture before buying. That’s precisely why we weaved this campaign around the cultural insight of tapping, and narrated it as Tap to Pay with Visa. #JustLikeThat, which is relatable, authentic and captures the brand’s unbound spirit.”
The ‘Tap to Pay with Visa. Just Like That’ campaign will focus on situations that showcase the way a person taps in everyday life – like an Odissi dancer tapping her feet, tapping a spatula while cooking, double tapping to like something on social media and children tapping each other while playing in the streets. It then shows how to make a payment by simply tapping on a payment terminal with a Visa contactless card. It draws on local colloquialism to convey the simplicity and convenience of making cashless payments through the card and creating a payment experience for cardholders, Just like that.
Brands
Apple CEO Tim Cook to step down after 15 years, John Ternus to take over
Leadership shake-up sees long-time hardware chief step up from September
CUPERTINO: Apple has confirmed that chief executive officer Tim Cook will step down from his role and transition to executive chairman, with senior vice president of hardware engineering John Ternus set to take over as CEO from September 1, 2026.
The transition, approved unanimously by the board, marks a carefully planned leadership shift at one of the world’s most valuable companies. Cook will remain CEO through the summer, working closely with Ternus to ensure a smooth handover before moving into his new role, where he will continue to support Apple and engage with policymakers globally.
In a memo to employees, Apple CEO Tim Cook reflected on his 15-year tenure, recalling the moment Steve Jobs asked him to step into the role. “It was an emotional and challenging moment for all of us at Apple,” he wrote, adding that the company’s core values, from simplicity and innovation to a commitment to improving lives, remain unchanged.
Explaining his decision, Cook said the company’s strong roadmap and future outlook made this the right time for a transition. “I have never been more optimistic about Apple’s future,” he noted, while announcing Ternus as his successor. He described Ternus as “a visionary in his own right” with “remarkable integrity” and the right leader to guide Apple into its next phase.
Cook said, “John Ternus has the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and with honour.”
Ternus, in his own note to employees, struck a steady, execution-focused tone. Ternus said, “It has been such a privilege to lead the hardware engineering team… I still plan to be very hands-on,” signalling continuity rather than a strategic reset.
As part of the leadership reshuffle, Ternus will step away from leading hardware engineering, with Tom Marieb taking over the role. Marieb will report to Johny Srouji, who assumes an expanded position as chief hardware officer, aligning hardware development more closely with Apple’s silicon and technology teams.
Cook also used his memo to thank employees, calling them “the most remarkable people in the world” and crediting them for building Apple into what it is today. A town hall has been scheduled at the Steve Jobs Theater to discuss the transition further.
The leadership change also sees Arthur Levinson move to the role of lead independent director, while Ternus joins Apple’s board.
Cook’s tenure has been defined by massive growth and expansion, with Apple’s market value rising from around $350 billion in 2011 to $4 trillion, alongside the launch of new product categories and a booming services business. Ternus, a 25-year Apple veteran, has played a central role in shaping the company’s hardware roadmap, from iPhone and Mac to newer innovations in materials and sustainability.
The transition signals a generational shift, but not a dramatic change in direction. If anything, both memos point to continuity, discipline and a belief that Apple’s next chapter will be built on the same values that shaped its last.
