Mastercard: Making "Priceless" for India

Mastercard, the payments company, increased leads and sales for its merchants with a campaign targeting affluent consumers in India with an emotional message.

Campaign details

Brand: MastercardBrand owner: MastercardLead agency: McCann WorldgroupCountry: IndiaIndustries: Banks, credit cards, loansMedia channels: Email marketing, Games & competitions, Mobile & apps, Online video, Programmatic display, Social media Budget: 500k - 1 million

Executive summary

According to McKinsey & Co, the top 7% of Indian cardholders account for a staggering 96% of all card spend. This makes the T-7s (top-7s) the prime target for all card brands and issuing banks. Due to this, a credit card for a T-7 means splurges, rewards and high privileges. In this scenario,...

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