Mastercard: Cash Is No More King

Rajesh Sharma, Neerja Goswami, Aditya Mhatre

Mastercard ran a multichannel campaign in Tier 2 and 3 cities in India to improve brand equity, affinity, consideration and transactions.

Campaign details

Brand: MastercardBrand owner: MastercardEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: Financial servicesMedia channels: Print - general, Unspecified, Mobile & apps, Online display, Outdoor, Out-of-home, Social mediaBudget: 5 - 10 million

Executive summary

Cash was still king in India. While the pandemic gave a push to digital payments in urban India, small town ‘Bharat’ was still using cash. Cash was not just a way to pay, it was culture. Research revealed that Tier 2 audiences didn’t see Mastercard as a relevant brand....

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