<ul><li>Mastercard’s primary objective this year would be to focus on contactless and <keyword id="6357762" type="UNKNOWN" weightage="20" keywordseo="online-shopping">online shopping</keyword>. </li><li>The brand wants to build confidence amongst its consumers to use contactless cards and will educate consumers about the benefits, <keyword id="2998893" type="COMPANY" weightage="20" keywordseo="Manasi-Narasimhan">Manasi Narasimhan</keyword>, VP, <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">Marketing</keyword> &amp; Communications, South Asia, Mastercard tells us.</li></ul> The <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (<keyword id="6354312" type="UNKNOWN" weightage="20" keywordseo="IPL">IPL</keyword>) season is slowly getting heated up and seems like all the predictions around this edition witnessing the highest viewership could be true. The league was kickstarted on September 19 with a face-off between Mumbai Indians and Chennai Super Kings after which Jay Shah, Secretary of the Board of Control for Cricket in India (BCCI) took to Twitter to say that the opening match saw a record 20 crore viewers tuning in on Star Sports and Disney+ Hotstar. It therefore doesn’t come as a surprise that brands that had to keep most of their marketing activities on hold for almost half of the year are excited. Despite a different format this year, brands are geared up to put their thinking caps on and come up with novel ways of building a connect with their target audiences. Mastercard has been talking about the importance of contactless for a while now. The lockdown led to a spike in people adopting digital payments and contactless has also become important in today’s context. Therefore, IPL becomes the perfect platform for the brand to reach out to an engaged set of audience and further propogate their message. We recently caught up with Manasi Narasimhan, VP, Marketing &amp; Communications, South Asia, Mastercard to understand how the brand plans to market itself and talk to its consumers during the league. Excerpts: Q) While you have associated with IPL in the past, this year will be different, in terms of the format and experience. What do your marketing plans look like? Mastercard’s approach this year will be to associate with ‘Priceless moments’ during the tournament. IPL is an exciting format and it delivers edge of the seat entertainment almost through the match. Leveraging on these moments which resonates with our brand proposition of ‘Kyoon Ki KuchKushiyanhaiPriceless’ will be the main stay of the campaign. Q) Owing to this new format, how do you think things will be different for you as a sponsor? We are estimating record numbers in terms of viewership this year since people are at home. Also, this is something which audiences have been waiting for since March this year. While the energy of spectators and fans during the event will be missed, we are expecting more stickiness to the messaging due to lack of external surround which typically is the highlight of the event. Q) What are your expectations from <keyword id="7463791" type="PERSON" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword>? What do you aim to achieve through your association with IPL? What does IPL give to you as a platform? Mastercard’s primary objective this year would be to focus on contactless and online shopping. We want to ensure we build confidence amongst our consumers to use <keyword id="2508757" type="PERSON" weightage="20" keywordseo="contactless-card">contactless card</keyword>s. Although we have witnessed significant traction on contactless transactions, there is immense potential for a whole set of audiences who have a contactless card and don’t use it. Similarly, for online shopping,IPL will be immediately followed by Diwali and this year we will see significant increase in gifting due to the ongoing pandemic. Online shopping will be a good tool for consumers to be safe and at the same celebrate the festivities. Q)How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? Will Digital and TV be your biggest bets this year? TV and digital has been the main stay of our campaign. However, we are exploring other formats like podcast, bloggers, partnership with issuers and merchants to further amplify our messaging and offering during IPL.

IPL 2020: Mastercard will go beyond TV, Digital and use podcasts, bloggers, interesting partnerships to amplify its messaging

<ul><li>In our latest interview series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li><keyword id="2998893" type="PERSON" weightage="20" keywordseo="Manasi-Narasimhan">Manasi Narasimhan</keyword>, VP and Head, <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">Marketing</keyword> and Communications, South Asia, <keyword id="6368201" type="UNKNOWN" weightage="20" keywordseo="mastercard">Mastercard</keyword> tells us how the brand has been communicating with its target audience and letting them know about the benefits of contactless payments.</li></ul> With the Covid-19 <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword>, there have been innumerable ways in which consumer behavior has evolved and adapted. One of the most prominent things to have happened is a consumer’s need for contactless deliveries and payments, to ensure the virus is not passed on. A recent report by PwC revealed that while <keyword id="1399736" type="PERSON" weightage="20" keywordseo="Digital-Payment">digital payment</keyword> volumes declined in sectors like aviation, tourism, hospitality, hotels, entertainment, e-commerce (non-essentials) and restaurants, there was also an uptick in areas like online grocery stores, online pharmacies, OTT players (telecom and media), EdTechs, online gaming, recharges and utility/bill payments. Another survey of 42,000 respondents conducted by consultancy firm Local Circles revealed that the lockdown benefited digital payment platforms with 42% of Indians having increased the use of digital means during the first few weeks of the lockdown. With an increase in overall digital payments, contactless payments are also seeing a surge and Mastercard has been working on educating consumers about the benefits and importance of contactless payments, Manasi Narasimhan, VP and Head, Marketing and Communications, South Asia, Mastercard tells us. Excerpts: Q) Owing to the lockdown, digital transactions have seen an uptick. How have things been for Mastercard in the period following the lockdown? What kind of impact has the lockdown had on you? We are living in uncharted times. Balancing the need to protect ourselves and maintain our daily lives is the challenge facing everyone around the planet. Due to the uncertainty that lies ahead, people are learning that they must make different choices. This includes how we pay. At Mastercard, we remain committed to accelerate digital payments throughout. With the lockdown we’ve all become conscious about our health and sanitation habits and are avoiding crowded places. Online shopping is becoming the new way of buying essentials. Under normal circumstances, contactless cards would provide an easier and safer way to pay. In unusual times like these, the benefits they provide are even more valuable. Contactless cards are also safe and secure. They work with EMV secure chips and each contactless transaction includes a unique code that changes with each purchase to ensure that your details and transactions are secure. Even if you tap your card more than once for a single purchase, the transaction only takes place once, keeping you covered from unintended usage. You also get instant alerts for every transaction always keeps you notified of your card’s usage. While transacting through contactless cards, you are always in control as you don’t need to hand over the card at the payment counter.This contactless technology also empowers some of the most financially vulnerable with a safe and secure way to make and receive payments.Hence, we continue in our endeavor to educate the customer on the benefits and importance of contactless payments. Q) Have there been any interesting consumer trends you have observed in the lockdown period? In the current environment,it is relatively safe and easy to do online shopping. Hence this is one trend that I see picking up. In physical stores, there is an uptick in contactless payments as well. In fact, a report by Local circles mentions that 42% of Indians have increased digital payments during the lockdown, bringing a lot of first-time users, who were not tech savvy, closer to the digital payment’s ecosystem as well. Consumers are aware of contactless deliveries and are availing such doorstep delivery for their essentials. There is also an increased focus on health, hygiene and well-being. Q) As a marketer, what has your priority been in these last few weeks? My priority remains to be in touch with my teams and agency partnersand I have done this effectively through virtual meetings. Even when life recovers post Covid-19, I think these virtual sessions will be here to stay, ensuring business continuity in the new normal. I am also focused on how our business can serve our customers even during these times. We continue to educate the consumer and merchants on the benefits of contactless cards and digital payments. We also continue to educate the consumer on safety of digital payments and are committed to creating innovative payments solutions that deliver enhanced safety and security at every touchpoint, to enable simple, frictionless consumer experiences. I believe that once consumer and merchant behavior changes, it will transform the ecosystem. Q) How have you been engaging and communicating with your consumers during this period? We have undertaken various initiatives to engage with our consumers in this new normal. We are now comfortable with virtual meetings and calls and are constantly brainstorming on ways in which we can connect with our stakeholders. For us collaboration is key and we are working closely with all our stakeholders including banks and merchants to promote safety of using cards to shop online. We are educating customers through social media campaigns and use of various celebrities and influencers on contactless technology. It works best since there is no physical touch that is required – ensuring personal safety along with minimizing the risk of payment fraud. We also continue to work with small businesses to offer them free tools that will help them better track and manage expenses and help them digitize which will be a requirement in the new normal. We have also come out with various campaigns during this time. Our campaign #ThankYouVyapaariyo was developed specially to thank small merchants. This campaign was an extension of our strategic goal of enabling 10 million merchants with digital payments acceptance infrastructure and financial literacy by end 2020. Similarly, we are exploring new ways of engaging with the audience with snackable content like listicles, videos and webinars. Q) How did your media mix evolve during the period? Most brands are digital and TV heavy right now. Is it the same for you? Our focus continues to be Digital &amp; TV. With any campaign that we undertake, the objective is always to first create awareness, comprehension and then behavioral change. Television has the best track record of behavior change, of salience and brand recall. Digital is also something that is part of the mix especially seeing its growth and reach during the lockdown. We are also open to use influencers to spread our message. I always say that the media mix really depends on the objective.We are open to anything as along as it works for the audience, works for our message and delivers us return on investment. Those are the only three criteria that one would have. Q) What have your key learnings been from this experience so far? The current situation has made me believe more than ever that while marketers need to stay relevant, they cannot be opportunistic but seek more to serve the customer. Brand and corporate reputation while hard to measure becomes an asset in times of crisis. At such times customers turn to what they know and it is critical to maintain the trust of our customers. This will help them to stick by us in good times and bad. Q) There is now hope that things will slowly go back to normal now. How are you, as a brand, preparing for the post-Covid world? I believe this is an opportunity for us as a brand to show that we genuinely care about our customers and stakeholders. We will continue to extend our expertise to all the stakeholders we work with including banks, merchants, retailers, those in the e-commerce industry and help them to transition smoothly to the new normal. Since more than 80% retail transactions in India are below ₹2000, we will continue to educate the consumers that contactless cards are the best way to make super quick, safe and secure payments. We will work towards helping merchants optimize their consumer experience, especially regarding queue management, cashier throughput, cash handling and associated logistics. We will also communicate consistently with timely updates and information on our business continuity plans. This will help us as a brand to evolve and endure during these difficult times. Q) How have you made sure that your marketing communications during this period did not come across as opportunistic? I have been especially focused on this and as a brand I feel we need to continue to support our customers. Consistent communication with a humane approach is the need of the hour. Customers can see through opportunistic communication that only seeks to sell. During these times, every action you take could be good or detrimental to your brand. However, by using empathy to craft an informative social media campaign or internal communication campaign, you could reach your audience in an authentic way and build trust. Q) What are a few things that a marketer should be careful about and keep in mind during times of crisis? As a marketer, one needs to always be vigilant about protecting their brand reputation and more so during times of crisis. While everyone is adjusting to the new normal there are many risks that can arise. This includes brand reputation risks, brand safety risks, privacy risk, cybersecurity risks, financial risk, all within the context of marketing.Moreover, I feel that intelligent brands will realize they need to activate their purpose now. If brands start communicating authentically, they will be perceived as trustworthy and this will help them gain in the long term. Consumers will have less patience for brands that are looking for immediate gains. Brands that understand their customers in a crisis and stand by them will significantly increase affinity for themselves. And as everything goes online and there is a rise in the number of interconnected devices,another thing we will need to keep in mind is the importance of data privacy. There is an imperative and opportunity to protect the digital ecosystem. As a financial brand we recognize the importance of earning and maintaining the trust of our customers, cardholders and consumers and we need to be even more vigilant now.

Marketing in the times of Covid-19: Mastercard

<ul><li>There are over 1 billion millennials in APAC, of which a third are in India.</li><li>India's millennials are 30% of the population but they contribute to 38% of the nation’s total gross income. </li><li>A recent study by Mastercard with Kantar Consulting gives insights into what millennials want, and what businesses can do to meet their tastes and expectations.</li><li>It is increasingly important for brands to connect with them and resonate well in their world, Mastercard and Kantar Consulting's report shares how to go about it. </li></ul>Being the second largest generation on earth, it’s of little wonder that identifying the needs and wants of millennials is currently a point of focus for global businesses. A recent study by Mastercard with Kantar Consulting examines what influences millennials to purchase. The research provides insights into what millennials want, and what businesses can do to meet their tastes and expectations. One of the most interesting demographic contrasts witnessed in the recent times is that of the ‘Gen Z’ vs the millennial generation. Born between 1979-1996, millennials are the first generation of digital-natives and have very different priorities as compared to other generations. The report details out these prioritizes and is the basis to derive six principles to engage with this generation. There are over 1 billion millennials in APAC, of which a third are in India. India’s millennials are 30% of the population but they contribute to 38% of the nation’s total gross income. APAC millennials are tech-savvy and hyper-connected; they have grown up online and on social media and have an ‘always on’ mindset. Unlike the rest of the world, Indian (and Asian) millennials are positive about the future (80% of Indian millennials expect the economy in the country will improve). Sharing how important the millennials are for brands, Manasi Narasimhan, Vice President, Marketing and Communications, South Asia, Mastercard says, “By 2020, 395 million millennials are expected in India. They are more inclined to spend on unique and personalized experiences and less on materialistic goods. Therefore, it is increasingly important for brands to connect with them and resonate well in their world. Mastercard is willing to adapt, learn and grow with this generation to ensure their engagement and loyalty. The recent collaborations by Mastercard with partner banks and acquirers highlight the efforts by the brand in the same direction.” The study highlights six principle aspects to win with the millennials, as follows: <ol><li>Personalize and Customize Millennials prioritize spending money on life’s experiences, rather than on accumulating possessional things they look forward to brands that reflect their individuality. 82% of them buy brands that make the effort to offer services tailored to their needs, rather than 'off the shelf'.</li></ol>2. ‘Rewarding’ matters to them a lot Millennials expect to be valued and rewarded for their loyalty. They are more likely to leverage benefits and rewards when spending. (Travel benefits rank high with Millennials as it makes them feel special.) Food is another passion point. They value the dining benefits offered on their credit cards. 3. Cater to their experiential aspiration Aspirations have evolved from materialism to experiential and spiritual. Travel is at the top of their wish list of experiences. Millennials are obsessed with travel. 59% of Indian Millennials prioritize spending money on life’s experiences, rather than on accumulating possessions. 4. Go fast and frictionless Millennials love simplicity, often preferring a single way to pay. Millennials value fast and seamless transactions, but not at the expense of security, as 83% are concerned about online security or identity theft. 5. Employ Technology Technology is omni-present and is a gateway for financial independence. They recognize the potential of technology and are the first to adopt it. 86% of them believe that new financial and technology innovations help them be ‘smarter with my money’. 6. Mirror millennial values Millennials are willing to stand up for their beliefs and choose brands that share their values. Authenticity, social and environmental responsibility are important to them. 85% Indian Millennials stand up for their beliefs and endorse brands that share those values. As millennials make up an increasing percentage of workforces, economies and spending power, businesses must adapt to their needs and expectations to thrive. They must focus on more than just delivering form and function in their products and services and create experiences. To do so, they can leverage technology to customize, reward and premiumize their offerings. They can also create value-added loyalty programs to constantly appreciate the millennial consumer. Finally, businesses must remain sensitive to the ever-changing behavior of millennials. Methodology: Mastercard’s 2018 Global Needstates Segmentation study was completed by Kantar Consulting. The quantitative study was executed among 43,044 individuals (including 20,909 millennials) in 18 markets. Respondents consisted of a representative sample of men and women over the age of 18. All respondents interviewed were owners of financial products and classified as banked. The quantitative research explored the sample’s attitudes and needs based on 39,598 payment occasions. The markets surveyed are as follows: Canada, US, Mexico, Colombia, Brazil, Chile, UK, France, Germany, Nigeria, South Africa, UAE, Russia, India, China, Japan, Indonesia, Australia.

How can brands win over millennials: Mastercard

<ul><li><keyword id="212023" type="PERSON" weightage="20" keywordseo="Rajeev-Raja">Rajeev Raja</keyword>’s unique agency, <keyword id="1127662" type="PERSON" weightage="20" keywordseo="BrandMusiq">BrandMusiq</keyword> has been creating MOGOs (musical logos) for brands to help them differentiate themselves</li><li>A lot of brands believe that the future is sonic and therefore having a <keyword id="8248210" type="UNKNOWN" weightage="20" keywordseo="sonic-identity">sonic identity</keyword> is critical to reach out to consumers and build a connect</li><li><keyword id="3150977" type="PERSON" weightage="20" keywordseo="sonic-branding">Sonic branding</keyword> helps build brand identity, consumers are able to identify with a simple tune and associate it to the brands</li><li>The increase of voice assistants in houses across the country has also opened up a lot of opportunities for brands to reach out to its consumers</li></ul> Remember the days when a song would play on the radio or TV and you would immediately associate it with a brand? Like Cadbury Dairy Milk’s iconic ‘Kuch Khaas Hai’ jingle, or Britannia and Titan’s signature tune? Music has always played a critical role in helping build a brand’s identity. However, while with the years, we have been hearing less and less of jingles that actually stick to our memories, brands are again trying to use the powerful tool of music to stand out in an otherwise cluttered world. <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> became the latest platform to launch its musical logo. Users will get to hear this new signature tune on Zomato’s app. Earlier in the year, <keyword id="6368201" type="UNKNOWN" weightage="20" keywordseo="mastercard">Mastercard</keyword> was in the news for launching its new sonic brand identity. The melody would play whenever consumers used their cards in physical, digital and voice environments. Even HDFC has a sonic branding of its own. Google Pay uses a sound everytime you transfer money. The aim of all these brands has been to establish an emotional connect with its consumers, and come up with a catchy tune that can be immediately recognized. What’s the appeal of sonic branding? Rajeev Raja, who is known for his illustrious 25 years in advertising, is also known in the industry for his parallel career of a musician. He started BrandMusiq in 2012 to bring his two passions – advertising and music, together. BrandMusiq specializes in making the use of sounds and music to give brands a unique identity. BrandMusiq has been helping brands come up with their MOGOs, which stands for musical logos. The last few years have seen a big uptake in the number of brands opening up to the possibilities of sonic branding. Raja feels there are a few overarching reasons for that. He explains, “People’s changing habits of media consumption is slowly leading to this change. Earlier, if a brand had money, TV would help them get the reach. But today, if you look at the media consumption habits of millennials, they are essentially looking at their phone screen, iPad or laptop. So the predominance of TV is slowly coming down.” In the past, jingles have been effective in helping brands make a way for itself, and creating an identity. However, things are a little different now. Raja elaborates, “The 30-second jingle still has a role a play to play for brands that need TV for its reach, like FMCG brands. However, digital is now an increasingly important medium too but attention spans are very low on digital. So a 30-second piece of music becomes too long to be used online. Also with the digital explosion and more and more apps coming in, there is a lot of functional, navigational use that a MOGO can achieve for a brand.” The MOGO that BrandMusiq created for Zomato will be used across brand touchpoints including advertising, in the app and as notifications to their partners - restaurants and delivery executives. How brands are striking the right chord What are the benefits that brands are deriving out of sonic branding? What is it that they are trying to achieve by investing in an audio identity? And will consumers actually be able to remember a brand by its sonic identity? A few prominent brands that have invested in sonic branding answer some of these questions. Explaining why Zomato, that already has a very strong digital presence, think of going for a sonic identity, <keyword id="237440" type="PERSON" weightage="20" keywordseo="Gaurav-Verma">Gaurav Verma</keyword>, CMO - Branding, Zomato says, “We believe that the future is increasingly going to be sonic. We realized that a number of important transactions are happening behind the screen, like order acceptance, delivery partners reaching the destination; this allows for consumers to get updates without having to lift a finger. We want the Zomato audio signature to be something that consumers instantly recognize, just like they would our logo and visual design.” The platform believes that the addition of a sonic identity will make help improve the user experience. “When your delivery partner arrives, the distinct sound would notify you to be ready at the doorstep to collect the order without looking at your phone,” elaborates Verma. For a brand like MG Motor that entered India recently, the task was to create a differentiation for itself in whichever way they could. And sonic branding helped them do just that. Explains <keyword id="8248211" type="UNKNOWN" weightage="20" keywordseo="Udit-Malhotra">Udit Malhotra</keyword>, Lead, Digital Marketing, MG Motor, “When MG entered India in 2017, the brand was not known and we entered with a clean slate. We had the opportunity of creating our identity from scratch. We came from a school of thought that music holds one of the strongest cognitive resonances. While visual identity is important, a brand’s sonic identity conveys the story, enhances emotional connection and builds attribution. The power of music transcends language, culture and everything visual. MG’s unique legacy and focus on innovation have passed the test of time for over 9 decades. As we enter the latest phase of our brand evolution, it made sense to have these two unique aspects reflected in one cohesive sonic identity. The anthem does just that. It infuses modern sounds such as ‘trap’ and ‘neo-electronica’ with timeless brass arrangements such as the saxophone.” And do consumers resonate with the brand’s anthem? Malhotra believes they do. “The anthem has received tremendous response from our customers and partners. It’s heartening when you hear your customers use the MG anthem as their ringtone! The Anthem is currently used across our various touchpoints including our 24*7 helpline – MG Pulsehub, all our nationwide dealerships and every piece of content that we create across our platforms including digital, TV and print.” However, building an identity, sonic or otherwise, does not happen overnight. It takes time for any kind of brand to build a connect with its audience and Mastercard is cognizant of this fact. When asked if they have been able to achieve what they had aimed to by investing in a sonic branding, <keyword id="2998893" type="PERSON" weightage="20" keywordseo="Manasi-Narasimhan">Manasi Narasimhan</keyword>, Vice President, Marketing and Communications, South Asia, Mastercard says, “Success cannot be measured overnight. The journey to make its sonic identity as recognizable as its visual identity, which 80% of consumers worldwide recognize, will take at least three years. Realistically, maybe four or five years. With 210 countries around the world, about 50 million merchants and about 1.8 billion consumers, it will take time. We do not want to do everything by tomorrow; we want to test it carefully and roll it out and go deeper.” As the digital world keeps expanding, brands will only have more and more touchpoints to build a connect with their audience. Google recently reported that there has been a 270% year-on-year growth in voice queries in India. As more and more voice assistant devices find their way into people’s homes, sonic branding is only set to get more important, to give brands an edge and to ensure that consumers remember and recognize them, whenever they see or hear them.

How Zomato, MG Motor and Mastercard are using the power of sound to build a unique connect with their audience

As festive season approached, <keyword id="6372865" type="General" weightage="80" keywordseo="citi" source="Orion">Citi</keyword> and <keyword id="6368201" type="General" weightage="100" keywordseo="mastercard" source="Orion">Mastercard</keyword> came together to ensure the celebrations remained totally uninterrupted! They curated a range of offers and privileges for their consumers to enable them to kick-start their celebrations without having to wait anymore. These brands didn’t just stop at providing functional benefits but truly brought joy and touched their consumer’s hearts by collaborating with country’s finest talents. Two of the most beloved names in our country- <keyword id="4457" type="General" weightage="20" keywordseo="shankar-mahadevan" source="Orion">Shankar Mahadevan</keyword> and <keyword id="6354563" type="General" weightage="20" keywordseo="hrithik-roshan" source="Orion">Hrithik Roshan</keyword> joined hands to bring about the flavour of the season. The Citi - Mastercard campaign brought about a priceless song and dance routine, with the maestros at the helm. <div type="Youtube" id="kkF9W70xS1k" title="Uninterrupted Celebrations with Citi" thumbUrl="https://i.ytimg.com/vi/kkF9W70xS1k/mqdefault.jpg"></div> If you thought you needed a better reason to celebrate, to connect with your loved ones, - this music video gave you all the reason you needed. Music maestro’s melodies combined with the movie star’s unstoppable dancing skills, led to genesis of a creative masterpiece that inspired many to celebrated uninterrupted this Diwali... Citi truly ensured uninterrupted celebrations, not just through this music video but by enabling its consumers to do a little more by its range of offering across credit and debit cards, usage offers and digital services. The campaign song “Celebration Uninterrupted” has the Mastercard sonic woven into its DNA. Therefore, when a lot of us Mastercard users listen to the track, we get a sense of familiarity. This is a fresh approach to weave a piece of the brand's iconic identity into the pop culture conversation. “This festive season we bring back the fun, by fulfilling those overdue commitments and spending quality time with our loved ones. This being a special year, we went all out by creating our very own festive anthem to the words and music of legendary Shankar Mahadevan and the moves of Indian superstar Hrithik Roshan shot internationally. Our campaign is live across multiple platforms and we are excited to bring this unique collaboration exclusively for the festive season to our clients.” said Arnika Dixit – Business Head - Credit Cards, Digital, Data and Marketing, Citibank India Not only was this campaign one of its kind in its utilization of a song and dance routine, it also included an entire 360-degree integration across platforms- be it OOH or print, digital or OTT. This integration ensured that the anthem got a formidable response among media portals and influencers alike. “Music is a powerful way to create an emotionally and culturally relevant connection with consumers. This being the biggest festive anthem of the year, Mastercard in collaboration with Citi brings you an experience that is truly Priceless. The distinct and memorable Mastercard melody, Sonic, will bring an additional layer of assurance to consumers about the safety and security that comes with their Mastercard. Owing to the credibility and authenticity these renowned personalities bring, our campaign narrative aims to resonate with the audience at a personal level,” added Manasi Narasimhan, Vice President, India South Asia at Mastercard. That's how, in a new form, Citi and Mastercard leveraged India’s cultural nuances like music and dancing to build a message that kindled a spark of happiness for all. As we look towards ending this year on a more positive note, treat yourself to ‘uninterrupted celebrations.’ Disclaimer: This is a sponsored post in partnership with Yellawe

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IPL 2020: Mastercard will go beyond TV, Digital and use podcasts, bloggers, interesting partnerships to amplify its messaging

Samarpita Banerjee

Marketing in the times of Covid-19: Mastercard

Samarpita Banerjee

How can brands win over millennials: Mastercard

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How Zomato, MG Motor and Mastercard are using the power of sound to build a unique connect with their audience

Samarpita Banerjee

Shankar Mahadevan's new song has Hrithik Roshan grooving to the beat, igniting uninterrupted celebrations for India – the Citi Mastercard way!

Insider Studios