Campaign details
Brand: MastercardBrand owner: MastercardAgency: McCann WorldgroupMarket: IndiaIndustries: Credit cards & loansMedia channels: Content marketing, Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Print - general, unspecified, Social mediaBudget: 5 - 10 million
Executive summary
In India, cash was still king after two years of demonetisation. While demonetisation gave a push to digital payments in urban India, small town 'Bharat' reverted to cash. Cash is not just a way to pay there, it's a culture.
Research revealed that the Tier-2 audience didn't see Mastercard...