By 121 News
Chandigarh, October 08, 2024:- Chandigarh: Continuing its efforts of making commerce safer and smarter, Mastercard has launched a new card advocacy campaign, 'Payments Ka Powerplay'. The campaign, live from 1st till 15th October, features former Indian cricket team captain and Mastercard's brand ambassador, Mahendra Singh Dhoni in a series of six commercials highlighting the benefits of using cards, such as security, chargebacks and purchase protection for cardholders.
The campaign uses interesting cricket analogies to empower cardholders to confidently make payments through cards. One analogy compares the width of a cricket bat to the four-centimeter range within which contactless transactions can occur, making contactless payments easier to understand and addressing misinformation around their safety. Another analogy humorously compares chargebacks to Decision Review System (DRS), a technology-based system in cricket that helps on-field umpires make accurate decisions.
Gautam Aggarwal, Division President, South Asia at Mastercard said that the 'Payments Ka Powerplay' campaign is an intervention towards reshaping commerce in India by encouraging consumers to go with card payment options that are highly convenient, secure, and rewarding. With cricket being a major passion point for consumers across the country, Mastercard has roped in MS Dhoni, one of India's most popular cricketers, to take the benefits of using cards to the masses. Among other things, this initiative will play a role in addressing the misinformation around card payments, promoting the usage of card control settings and generating widespread awareness about the benefits of tokenized transactions.
The commercials will stream on television and digital channels through content integrations with leading TV shows, YouTube and OTT platforms, as well as retail activation, innovative OOH and social media channels.
Under the 'Payments Ka Powerplay' campaign, Mastercard has also introduced an initiative called 'Score Kya Hai', which is meant to encourage cardholders to make contactless payments this festive season to win exciting rewards. The highest contactless transactor will get a chance to play a friendly cricket match with Dhoni.
The campaign has been timed with the onset of the festive season starting October. Mastercard Economics Institute's recent report cites that last year, pre-festival transactions surged by over 200% compared to regular days. Besides metros, the rise in affluence, digital adoption, and financial inclusion has particularly benefited Tier 2 cities. During Diwali, daily spending in cities like Indore, Udaipur, and Lucknow jumped by over 190%, significantly higher than the ~120% rise seen in metro cities like Delhi and Mumbai.
Committed to India's pulse, Mastercard aims to make card payments a preferred choice for millions of Indians, ensuring a safe, secure, and rewarding festive shopping experience.
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