Mastercard: Bring Your Own Device

Financial services provider Mastercard uplifted its brand position of being a good cash alternative in India and brought financial inclusion to micro-businesses through the launch of Soft POS, which turn phones into card-payment devices.

Campaign details

Brand: Mastercard Brand owner: Mastercard Entrant company: McCannIdea creation: McCann New Delhi Market: India Sector: Digital payments Media channels: Mobile & apps, Social media, Point-of-purchase, In-store Budget: 1 - 3 million

Executive summary

In India, microenterprises are critical for livelihoods and employment. Digital payments can help micro- and small merchants grow their revenue but the complexities and cost of digital payments keep them dependent on cash which, in turn, keeps them trapped in a cycle of ‘low income, low growth’.

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