Influencer Video Marketing
Mastercard India: The ‘Tap and Go’ Campaign
Project Overview
Mastercard India sought to create significant buzz and awareness for the launch of its new “Tap and Go” product in the Indian market. The campaign’s core objective was to introduce contactless payments as a seamless, secure, and modern solution, moving beyond traditional forms of payment.
The Challenge
In a competitive and rapidly evolving digital payments landscape, Mastercard needed a campaign that would not only capture public attention but also educate consumers on the simplicity of its new product. The challenge was to make a technological solution feel approachable and effortless, resonating with a diverse Indian audience. To achieve this, a static advertising approach was deemed insufficient; the campaign required an authentic, relatable, and high-impact format.
Our Strategic Solution
Our team developed an influencer-led video marketing strategy designed to create maximum organic reach and bold differentiation. The approach was built on four key pillars:
-
Concept-Led Videos: Instead of a single, uniform message, we created a series of short, concept-driven videos tailored to each influencer’s unique style and audience. This ensured the content felt native to their platforms and genuinely engaging.
-
Cohesive Identity: While the concepts were diverse, all videos were unified by a consistent visual identity and a clear call to action, reinforcing the “Tap and Go” message. The brand’s commitment to security and speed was woven into every narrative, ensuring a cohesive brand experience.
-
Maximum Organic Reach: By partnering with a mix of top-tier celebrities and popular comedy influencers, we were able to reach a broad demographic. The combination of star power (Arjun Kapoor and Karishma Tanna) and comedic relatability (Abish Mathew and Rohan Joshi) guaranteed a multi-layered campaign with extensive organic sharing and high engagement rates.
-
Bold Differentiation: The campaign stood out from typical brand promotions by embracing a fun, authentic tone that resonated with a younger, digitally native audience. The humour and celebrity appeal made a technical product feel aspirational and cool.
Implementation
Digital Eyedeas was entrusted with managing the entire video production lifecycle, from concept to completion. Our role included:
-
Pre-Production: Developing creative concepts, scripting, and meticulous planning to ensure a seamless shoot.
-
Production: Overseeing on-ground video and photo shoots, directing talent, and ensuring all content aligned with the strategic vision.
-
Post-Production: Executing professional editing, sound design, and colour grading to create a polished, final product that was ready for distribution across all digital platforms.
The Final Result
The “Tap and Go” campaign was a resounding success, achieving a massive increase in brand awareness and product adoption. The strategic combination of celebrity endorsements and relatable influencer content generated significant buzz, leading to maximum organic reach and high engagement rates. The campaign successfully positioned Mastercard’s new product as a seamless and secure solution, driving product promotion and reinforcing the brand’s innovative leadership in the Indian market.