Visa has appointed Bollywood superstar Shah Rukh Khan as its brand ambassador for India as part of its new campaign, ‘Infinitely More’, marking a strategic push to connect with the country’s growing base of affluent and experience-driven consumers.
The campaign reflects a broader shift in consumer behaviour, where aspirations are increasingly defined not by ownership but by access to meaningful experiences. Through the initiative, Visa aims to position itself as an enabler of seamless, secure and rewarding lifestyles across travel, dining, entertainment, wellness and global experiences.
The campaign brings together two globally recognised brands Visa and Shah Rukh Khan to represent what the company describes as the mindset of modern India: confident, globally connected and increasingly focused on experiences over possessions.
Alongside the campaign launch, Visa has also introduced Visa.co.in, a dedicated platform designed to help consumers discover curated experiences and exclusive privileges across multiple categories. The platform brings together Visa’s ecosystem of rewards and benefits, allowing eligible cardholders to access offers across travel, dining, entertainment and lifestyle experiences.
The launch comes as India’s affluent consumer segment continues to evolve, driven by higher disposable incomes, increased international travel and a growing preference for premium experiences. Visa’s latest campaign seeks to align itself with this shift by highlighting how payments can become gateways to richer and more connected lifestyles.
With acceptance across more than 200 countries and territories and over 175 million merchant locations worldwide, Visa continues to strengthen its role as a global payments network. Through its expanding ecosystem of partnerships and benefits, the company is looking to move beyond transactions and position itself as a facilitator of experiences.
This partnership is a natural extension of Visa’s legacy of aspirational storytelling that reflects the cultural zeitgeist – stylish, global, and larger-than-life. With ‘Infinitely More’, we build on that legacy to represent the aspirations of today’s India, with SRK at the center of an iconic narrative.
The campaign was conceptualised by Publicis Groupe and Leo South Asia, with the creative narrative focusing on the idea that luxury today is increasingly linked to access and experiences rather than ownership.
Speaking about the campaign, Gaurav Ramdev, Head of Marketing, India & South Asia at Visa, said “The modern Indian affluent consumer is increasingly global, discerning, and experience led. Shah Rukh Khan (SRK) embodies this mindset perfectly – iconic, aspirational, and trusted. That’s the story we bring to life with ‘Infinitely More’.
Commenting on the partnership, Shah Rukh Khan said “The most meaningful experiences are defined not just by the destination, but by how we experience the journey along the way. I am delighted to partner with Visa – an iconic brand that enables you to move through the world with confidence, security, and ease. For me, it’s a natural fit, because in every journey that has mattered, Visa has been everywhere I want to be.”
Rajdeepak Das, CCO, Publicis Groupe – South Asia & Chairman, Leo – South Asia, added “For today’s affluent consumers, true luxury is not just about what you own, but what you can access. Our film celebrates how Visa ‘Infinitely’ opens the door to a world of curated experiences that make everyday moments feel extraordinary with a simple tap. Shah Rukh Khan was the perfect embodiment of this idea, bringing together a world of aspiration, charm and possibility. The soundtrack, ‘Paisa Hai Paisa’, takes on a playful new meaning here. We have created a fast-paced, high-energy, cinematic narrative and packed it with many references like metaphorical easter eggs including the tuk-tuk, the orangutan as a throwback – all coming together in this larger-than-life piece. Every frame is designed to reveal something unexpected, reflecting the breadth of privileges that Visa offers.”
