Mastercard: Team Cashless

Abhinav Jain, Saagarika Sayani

Mastercard, the payments company, encouraged shoppers to become the voice of the brand in its quest to get small merchants to start accepting digital payments in India.

Campaign details

Brand: Mastercard Brand owner: Mastercard Entrant company: McCannIdea creation: McCann New Delhi Market: India Sector: Digital payments Media channels: Mobile & apps, Word of mouth, Influencers, KOLs, Social media, Outdoor, Out-of-home, Public relations Budget: 1 - 3 million

Executive summary

It was always a challenge to drive behaviour change amongst the B2B audience, especially the shopkeepers of India who speak the language of dhanda.

This campaign had a far-reaching impact not just limited to the brand’s success, but the success of...

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