isa International has roped in Hollywood star Richard Gere for its latest TVC. The 90-second commercial made by Clemenger BBDO (Clemenger Communications is one of Australia�s largest marketing communications group and the local outpost of agency network BBDO), Australia, in collaboration with Stratum Films, Mumbai, will now be aired across Asia-Pacific markets. India was the first market in which the commercial was aired.

The commercial revolves around the exploits of a small village girl. She is seen running to the local market to buy some birds in the hope of bringing good fortune to her brother who is setting out on a journey. But she is heartbroken because she can only afford one bird where she actually wanted to buy five. Seeing her despair, Gere, a tourist, steps in. Playing the knight-in-shining-armour, he buys her the entire flock using his Visa card, making her day. The commercial ends with Visa�s sign-off line �All it Takes�.... more