Citi India and MasterCard have a unique way of comprising the festive season into their communication, something most brands don’t.
It is safe to say that a song and dance practice is a few special things, simply, Indian in nature. This is often what makes the Citi MasterCard collaboration stand out most. Here are the reasons why the Citi-MasterCard campaign is one like no other.
1. Instagram as a dominant space for communication: Instagram was at the frontline of the campaign. Stories from various influencers like Shivesh Bhatia, Sakshi Sindhwani, and plenty of more were put up across social media to settle up the conversation around the idea.
Later the core campaign started with a music video featuring Hrithik Roshan and music by Shankar Mahadevan. The video is the right cue to welcome the season of festivities. The video was posted on the brand pages and also on Hrithik Roshan’s page.
2. Personalized think about the artists:
What made the campaign show up is that the ultimate fact that it integrated Citi India MasterCard because the promoter of wonderful times, in an exceeding way that was personalized and unique.
As an example, Shivesh Bhatia, baker, and influencer had the campaign idea of “uninterrupted” woven into his feed post for the campaign and the video also contains his dog, Yoda, which helped his audience more connected with the content. This personalization was followed by so many influencers who helped the brands to get more traffic in public.
3. Standing Out Makes All the Difference:
By combining the Bollywood-style music video, Citi and MasterCard did something that made the campaign a more relatable piece of content. The crack composed by Shankar Mahadevan for the campaign had characteristics of the MasterCard sonic related to it. This is often how the campaign is trying to comprise the visual into the veins of our popular culture.
This is what Arnika Dixit, Business Head – Credit Cards, Digital, Data and Marketing, Citibank India said about the campaign and its music: “This festive season we will bring back the fun, by fulfilling the overdue commitments and spending quality time with loved ones. Our campaign is live across multiple platforms which we are excited to bring this unique collaboration exclusively for the festival I’ve season to our clients”. “Music is powerful thanks to creating emotionally and culturally relevant connections with consumers.
This becomes the most important festive anthem of the year; MasterCard along with Citi brings you a cherished experience. The memorable melody, Sonic, brings the consumers extra protection and security with their MasterCard.
Thanks 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 chairman, India South Asia at MasterCard. The campaign wasn’t only exclusive to videos; it spread across multichannel promotions – be it OOH or print, digital, or OTT.
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