Mastercard features MS Dhoni on this year’s IPL campaign and has proved to be a success, as it continues partnership with cricket celebrities and cricket teams.
The Vice President of Marketing and Communications of South Asia, Manasi Narasimhan stated that Mastercard aims to spread the idea about “priceless moments” by the tournament. The reason for the MasterCard being the main partner to IPL is because it is an event that keeps the viewers entertained till the end & similar moments relating to the brand saying “Kyoon ki Kuch kushiyan hai priceless” will be pointed out.
The previous year, Dhoni was featured for the “Team cashless India” campaign where the target was to familiarize digital payment to almost 10 million sellers and to make known the advantage of digital payment to customers. The campaign was claimed to be successful as over 30,000 sellers from 5 cities and 13,000 nominations from local stores.
The brand’s main target after the pandemic is to concentrate on digital purchase and digital payments, as they want to create trust among customers for an unlimited and safe transaction. Even, though the digital payment has been accepted by the customers there’s a chance of some of them not using it, so also in case of online purchase.
As Diwali is on its way, even though there is a situation of the pandemic, online purchase is preferred to be safer to purchase gifts and also share the joy of the festive season while being safe.
To reach more customers, the brand has been promoting through both television and digital platforms and has collaborated with sellers and publishers to promote their message. The company is expecting that the number of audiences will increase as everyone is at home.
The company is targeting to increase viewership by using popular television and mobile apps. As the brand has a good relationship with both cricket and Dhoni, they aim at providing a secure and uninterrupted process throughout the match.
Ayaz Menon, the cricket expert will be doing a podcast where he will mention about the campaign, the company is said to be collaborating with banks to make known about the offers through flash sales and are also advising customers to purchase through online and make a habit of paying digitally.
