Make in India Mastercard

DIGITAL CAMPAIGN STRATEGY & EXECUTION / CREATIVE DIRECTION / COPYWRITING / PROJECT MANAGEMENT

CAMPAIGN OVERVIEW

The objective of the campaign was to establish a new narrative to ensure Mastercard’s expansive commitment to investment in India was not only recognized as part of the government's "Make in India" campaign, but also highly visible to key policymakers, key influencers, and other multinational players in India's economy.

The campaign set out to quickly establish Mastercard as a major player in the “Make in India” national discussion and a critical partner with government in achieving societal goals set forth by the Modi administration. Prior to "Make in India", Mastercard had no visible digital footprint related to its activities.

Success for the campaign was to distribute the Mastercard narrative to a sizable audience so that key officials who were part of the government's initiative would become aware of Mastercard’s commitment. A digital ad package was developed and distributed on both Facebook and Google ad networks to drive video views and ad impressions while maintaining top search positions on Google and YouTube related to "Make in India" national efforts.

CAMPAIGN METRICS

10M+
Total Video Views

2:07
Average View Duration

382K+
Website Page Views

1.4
Average Position Achieved in Google India Search Rankings

#2
Ranked Indian Ad on YouTube in 2016

3rd
Highest Ranking in YouTube India Search

21.9M+
Facebook Post Reach

1.25M+
Facebook Post Engagements

55K+
Facebook Page Likes

Run Time: 4 Weeks

WINNING RESULT

Signifcant scale and visibility was achieved to position Mastercard second only to the Government in digital activity (video views and top search relevance) related to "Make in India." As a result, the campaign successfully conditioned the political and policy environment for the business and created engagement with policymakers, regulators, and independent commissions to influence policy for electronic payments.

Promoted Facebook Posts