In Egypt, daily transactions often come with a familiar phrase, “Cash Walla Visa?” (“Cash or 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.
It’s not 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.
When Saatchi & Saatchi MEA and Visa realised that they’d unintentionally become part of the language, they did something really beautiful. They installed AI-powered voice devices in small shops to listen for every mention of “Visa,” and each time it was heard, they gave that shop owner media credit. So, barbers, grocers, tailors, the ones who’d never had a way to promote themselves , were suddenly showing up in Instagram ads, TikTok videos, and billboards.
Yes, Visa is helping itself – “Visa” is likely to be heard even more. But the company has always championed everyday progress. 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. As part of the commitment, Visa recognises that small businesses are the backbone of economies and that even the most routine transactions can drive meaningful impact.
“At Visa, we see small businesses as the heart of economies, and we are committed to their success,” stated Hussein Kandil, senior marketing director MENA & S.Asia “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 best insights in business are unearthed by listening to people,” added Tahaab Rais, chief strategy officer, Publicis Groupe. “We have heard ‘Cash Walla Visa’ a lot in Egypt across mechants, and it was time we acknowleged 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,” noted 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 early participating merchants are already seeing tangible benefits.
Credits:
Client: Visa
Tarek Abdalla: SVP, Chief Marketing Officer CEMEA
Leen Fakhreddin Senior Director CEMEA
Tihana Begovic: Brand Marketing CEMEA
Sasha El Jurdi, Tala Nawfal & Denis Yakimchuk: Senior Marketing Managers CEMEA
Hussein Kandil: Senior Director Marketing MENA & S.Asia
May Karim & Salem Seif: Senior Marketing Manager NALP
Jagruti Mistry: Senior Director CEMEA Corporate Communciations & Events
Eman ElGamal: Director Corporate Communications
Creative Agency: 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 & Rudy Zulkifly: Creative Directors
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
Ziad Chami: Business Lead Jad Hassanieh Business Director
Lea Maalouli: Associate Business Director
Production House: Good People
Ahmed Bakir: Director
Omar Khalil: Executive Producer
Nour Abdel Latif: Producer
Omar Hindi: Line Producer
Adel Imam: Assistant Producer
Shady Salah: 1st AD
Karim Marold: DOP
Salma Adly: Stylist
Mahmoud Taima: Prop Master
