Campaign details
Brand: MastercardBrand owner: MastercardEntrant company: McCann India, MumbaiMarket: IndiaSector: Credit cards & loansMedia channels: Mobile & apps, Online display, Online video, Outdoor, out--of-home, Point-of-purchase, in-storeBudget: 5 - 10 million
Executive summary
Cash was still the king after 3 years of demonetization. While demonetization gave a push to digital payments in urban India, small town 'Bharat' reverted to cash. Cash is not just a way to pay here, it is culture! Research revealed that tier 2 audience didn't see Mastercard as a relevant brand – we...