Mastercard: Cash is no more king in India

Financial services brand Mastercard developed an integrated campaign to boost card payments and attract new users in India.

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...

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