BRAND: Mastercard

ARTISTES: Hrithik Roshan, Shankar Mahadevan

INFLUENCERS: Shivesh Bhatia, Pernia Qureshi, Arjun Kanungo, Sakshi Sindhwani, Anunay Sood, Kamiya Jaani, Prathamesh Jaju, Priya Malik, Rohina, Awez Darbar, Aadil Khan, Tejas Dhoke, Ishpreet

GOAL: To create awareness regarding the offers & discounts across all portals that were available via Mastercard Citibank cards.

PLAN AND APPROACH:

A campaign was created with a three-pronged approach that included Hero Content and Micro Influencers to sustain the offer-led campaign, brand recall and amplification.

• Master of moves Hrithik Roshan and musical maestro Shankar Mahadevan were brought on for the Diwali campaign to create a festive mood and a sense of belonging via what they’re best known for - music and dance!
• 10 micro-influencers from different walks of life were put forward to create a recall for the Hero content and to highlight the use of the brand for Tier II and Tier III cities.
• Around 10 dance influencers and 100-200 nano-influencers were brought on to amplify the campaign.
• The music by Shankar Mahadevan for this campaign was used as a radio jingle and loudened via Spotify and Gaana.
• OOH and in-mall activations were also used to amplify this campaign.
• Lastly, we used the PR route to publish content pieces in Business Insider, Scoop Whoop, Afaqs, Adgully, Mad Over Marketing.

RESULT:

• We received an extensive reach of 20M++ with 200M++ impressions on the entire campaign.
• The campaign generated $26.5M Estimated Media Value.

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