Latest news with #HusseinKandil
Campaign ME
16-04-2025
- Business
- Campaign ME
Visa picks ‘cash walla Visa' phrase to support merchants in Egypt
In partnership with Saatchi & Saatchi MEA, Visa has launched a campaign powered by real-world listening, turning a commonly used phrase amongst Egyptian merchants into a testament of how the global payments brand is woven into the fabric of daily life. Daily transactions in Egypt often come with a familiar phrase: 'cash walla Visa?' It's a question merchants have asked for years – passed down from one generation to the next. This isn't a campaign line taught by Visa. It's a cultural expression that emerged on its own, instinctively adopted by shops and shoppers alike. Seizing this cultural phenomenon, Visa's Walla Visa campaign aims to give small businesses the tools to promote themselves on a larger scale. The brand has installed AI voice-activated devices in partner stores to catch every real-life mention of 'Visa' during customer chats. Each time someone said it, it was counted – and the more they said it, the more media support the store earned. Every mention of the brand, intentional and unintentional, picked up in-store has been transformed into sponsored ads across social platforms such as TikTok and Instagram, turning real conversations into real exposure. 'At Visa, we see small businesses as the heart of economies, and we are committed to their success,' said Hussein Kandil, Senior Marketing Director MENA & Visa. 'These merchants have supported Visa for years through a simple, organic phrase. With Walla Visa, we're turning that everyday expression into a real opportunity for growth.' Visa aims to back the voices that have backed it for years, giving participating stores free media support and brand visibility both online and on the streets. 'The best insights in business are unearthed by listening to people,' said Tahaab Rais, Chief Strategy Officer, Publicis Groupe. 'We have heard 'cash walla Visa' a lot in Egypt across mechants, and it was time we acknowledged that for Visa, and used this cultural fuel for not just for the brand's own benefit but for Egyptian small businesses too.' 'Walla Visa is a powerful example of how culture shapes commerce,' said Fizo Younis, Chief Creative Officer Publicis Communications Egypt & KSA. 'By spotlighting the merchants behind the phrase, we're turning a shared behaviour into a shared success story.' The campaign has launched in Egypt, and has claimed that early participating merchants are already seeing tangible benefits. As more merchants are celebrated based on this untapped cultural opportunity, Visa aims to continue to show that every transaction is more than just a payment – it's a moment of progress. Credits: Visa: Tarek Abdalla SVP, Chief Marketing Officer CEMEA Leen Fakhreddin Senior Director CEMEA Tihana Begovic Brand Marketing CEMEA Sasha El Jurdi Senior Marketing Manager CEMEA Tala Nawfal Senior Marketing Manager CEMEA Denis Yakimchuk Senior Marketing Manager CEMEA Hussein Kandil Senior Director Marketing MENA & May Karim Senior Marketing Manager NALP Salem Seif Senior Marketing Manager NALP Jagruti Mistry Sr. Director CEMEA Corporate Communciations & Events Eman ElGamal Director Corporate Communications Saatchi & Saatchi MEA: Bassel Kakish Chief Executive Officer at Publicis Groupe ME & Turkey Nathalie Gevresse CEO Publicis Communications UAE Ramzi Sleiman Head of Agency Sebastien Boutebel Chief Creative Officer, Saatchi & Saatchi ME Tahaab Rais Chief Strategy Officer Ahmed Younis (fizo) Chief Creative Officer Publicis Communications Egypt & KSA Yuste de Lucas Creative Director Rudy Zulkifly Creative Director Ziad Chami Business Lead Jad Hassanieh Business Director Lea Maalouli Associate Business Director Nicolas Geahchan Senior Creative Director Vitor Palma Senior Art Director Alia Elwi Junior Art Director Joao Xavier Associate Design Director Daniel Masilang Animator Farishte Irani Senior Copywriter Omar Gamal Senior Producer Shereen Mostafa Head of Production Good People Production House: Omar Khalil Executive Producer Nour Abdel Latif Producer Omar Hindi Line Producer Adel Imam Assistant Producer Ahmed Bakir Director Shady Salah 1st AD Karim Marold DOP Salma Adly Stylist Mahmoud Taima Prop master
Zawya
11-04-2025
- Business
- Zawya
Visa helps Egypt's small shopkeepers turn a common phrase into free advertising
Cairo: In Egypt, daily transactions often come with a familiar phrase: 'Cash Walla Visa?' It's a question merchants have asked for years - passed down from one generation to the next - reflecting just how deeply Visa is woven into the rhythm of everyday commerce. This isn't a campaign line taught by Visa. It's a cultural expression that emerged on its own, instinctively adopted by shops and shoppers alike. Today, 'Visa' has become a generic trademark for all card payments - a true testament to its place in the fabric of daily life. But while these small businesses are deeply connected to their communities, many lack the tools, platforms, or budgets to promote themselves on a larger scale. They wish to grow and reach more customers - but often don't have access to the advertising avenues that bigger brands enjoy. Visa has always championed everyday progress, empowering businesses and individuals to move forward through seamless, secure payments. As part of this commitment, Visa recognizes that small businesses are the backbone of economies and that even the most routine transactions can drive meaningful impact. Now, Visa is recognizing this widespread behavior and turning it into an opportunity for small businesses with 'Walla Visa?' - a campaign designed to celebrate and support the very merchants who have, knowingly or not, long been part of Visa's everyday story. Visa has installed AI voice-activated devices in partner stores to catch every real-life mention of 'Visa' during customer chats. Each time someone said it, it got counted - and the more they said it, the more media support the store earned. Because when 'Cash Walla Visa?' is already part of the conversation, why not turn those words into real-world rewards! Every 'Visa' mention, intentional and unintentional, picked up in-store is transformed into sponsored ads across TikTok, Instagram, and beyond - turning real conversations into real exposure. Visa has backed the voices that have backed it for years, giving participating stores free media support and brand visibility both online and on the streets. 'At Visa, we see small businesses as the heart of economies, and we are committed to their success,' said Hussein Kandil, Senior Marketing Director MENA & Visa 'These merchants have supported Visa for years through a simple, organic phrase. With Walla Visa, we're turning that everyday expression into a real opportunity for growth.' The campaign has launched in Egypt, and early participating merchants are already seeing tangible benefits. As more merchants are celebrated based on this untapped cultural opportunity, Visa continues to show that every transaction is more than just a payment - it's a moment of progress.
