Mastercard appoints Mahendra Singh Dhoni as brand ambassador to push digital payments
Mastercard has joined forces with cricketer Mahendra Singh Dhoni (MSD) to raise awareness about digital payments through a 'cash-to-digital' campaign.
Mastercard appoints Mahendra Singh Dhoni as brand ambassador to push digital payments / Mastercard
The campaign aims to educate consumers and merchants about the convenience, wide acceptance, and safety and security features of debit cards. The campaign has been designed to drive consumer and merchant awareness in tier two and three cities.
Porush Singh, division president, South Asia, Mastercard said: “In Mahendra Singh Dhoni, Mastercard has found another partner, in addition to Irrfan Khan who reflects the drive we share for a Less-Cash India.
"The association highlights a distinct combination of Mastercard's commitment to take digital payments to the last mile and MSD’s representation of a progressive and innovative ‘Bharat’. MSD’s influence will be the key to trigger a behavioral shift among those who still prefer cash or have some misconceptions about digital transactions.”
Raja Rajamannar, chief marketing and communications officer, Mastercard added: “At Mastercard, we have always been avid advocates of tapping into consumer’s passion points and in India, there is probably no greater passion than cricket.
"MSD has been an incredible unifying force for the nation and believe our partnership will powerfully punctuate our efforts around driving conversion from Cash-to-Digital payments, and even elevate them to the next level. Mastercard has time and again demonstrated an ability to truly identify and amplify local consumer passions in every country around the world.”
Arun Pandey, chairman, Rhiti Sports, which exclusively manages MSD’s commercial engagements, said: "Market leaders and innovators are best placed to execute campaigns which take the industry to the next level. The idea of Mastercard partnering with MSD to further the cause of cashless India is very appealing.”
Content created with:
