Mastercard: Cash is no more king

A campaign by Mastercard, the financial services corporation, helped them increased card usage in areas outside of India’s largest cities.

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...

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