Mastercard Tap & Go

Dentsu turned Mastercard’s contactless payment into a festival season sensation. Suhani led the “Tap & Go” campaign activating 255+ locations (PVR Cinemas and Barbeque Nation outlets) . The goal was to make contactless payments the default during celebratory outings.

I mapped the consumer journey – cinema, dining, shopping – and integrated Mastercard into each. Media mix included DOOH screens, cinema tent cards/staff badges, and radio. Influencers (chef Ranveer Brar and digital creator Kamiya Jani) created social content showcasing contactless convenience . Exclusive offers (e.g. discount incentives at PVR and BBQ Nation) enticed trial.

Over 169 days, 255 PVR outlets and 81 Barbeque Nation restaurants were branded with Mastercard messaging . In Vegas Mall, branded engagement zones (interactive screens with the special Mastercard “Tap & Go” animation) rewarded shoppers with free coffee vouchers for high-value contactless transactions . Radio spots and RJ promos further amplified awareness.

The campaign significantly boosted Mastercard’s visibility. Share-of-voice (SOV) at PVR Cinemas jumped from 8.2% to 9.6% during the campaign period , and at Barbeque Nation from 1.2% to 2.2% . Overall digital adoption grew 3% . These gains proved that integrated, experience-driven marketing can convert curiosity into usage.