Over the years, brands have used IPL as a platform to leverage their brand value. Mastercard continues its long-term partnership with IPL.
In the latest edition of IPL, the campaign features former Indian skipper and Chennai Super Kings skipper MS Dhoni. Using a combination of TV, Hotstar, and other digital platforms, Mastercard is reaching out to the audience.
Mastercard’s approach this year through IPL is to deliver Priceless Moments. Since IPL is an exciting platform that offers a lot of entertainment along with the thrill, the financial services corporation focuses on highlighting the moments which resonate with the brand proposition Kyoon Ki Kuch Kushiyan hai Priceless.
Last year, Mastercard partnered with Dhoni for Team Cashless India. It was a nationwide campaign with a goal to equip ten million merchants in India with digital payment acceptance capabilities. This campaign focussed on educating and creating awareness among consumers on the benefits of digital payments. Through the campaign, the brand was able to connect with 30,000+ merchants on the ground across five cities and received 13,000 nominations to digitize the local grocery stores.
Post pandemic, Mastercard’s primary objective is to focus on contactless and online shopping. They are confident about encouraging the audience to use contactless transactions through the new advertisement campaign.
Along with the TV and Digital campaigns, Mastercard is also partnering with bloggers, influencers, partnership with issuers and merchants to further amplify their message.