Visa and Saatchi & Saatchi MEA turn common Egyptian merchant phrase “Cash Walla Visa?” into small business ad power

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, created by Saatchi & Saatchi MEA, 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 & 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”, 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 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,” 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 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.

Credits
Client: 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 & S.Asia
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
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 – 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
Production House: Good People
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