Mastercard’s #KhulGayiLife Promotes Use of Debit Card for Everyday Payments
Mastercard launched ‘KhulGayiLife’, a new marketing campaign aimed at accelerating the country's ongoing shift from cash to digital payments. The new campaign will further strengthen the company’s digital payments efforts in the metros with an increased focus on the nascent but tremendous opportunity that sits within the nation’s tier 2 and tier 3 cities.
Commenting on the launch of #KhulGayiLife, Manasi Narasimhan, Vice-President, Marketing and Communications said “Mastercard has always been at the forefront of creating a trusted payment gateway and is leading the effort to build a digitally empowered socio-economic ecosystem. We have been supporting the Indian Government’s agenda of establishing India as a cashless society through our technology solutions, partnerships and investments in the country. To further accelerate the acceptance of digital payments, we have launched #KhulGayiLife, our latest marketing campaign. Through this, we aim to reach out to consumers across metros and tier 2 and tier 3 cities over the next few months. We are confident that this campaign will bring forth the true potential of digital payments thus establishing Debit Cards as a safe and secure payment option.”
Swipe, dip, tap or scan! Watch @irrfank traverse through his hometown, Jaipur as he witnesses the transformation of his city and its people to ‘smart’ merchants and consumers. #KhulGayiLife pic.twitter.com/C9sV4yfQs4
Swipe, dip, tap or scan! Watch @irrfank traverse through his hometown, Jaipur as he witnesses the transformation of his city and its people to ‘smart’ merchants and consumers. #KhulGayiLife pic.twitter.com/C9sV4yfQs4— Mastercard India (@mastercardindia) January 22, 2018
The Indian economy has traditionally been cash dependent. However, demonetization and government incentives for adopting digital payments have triggered an all-time high awareness about various alternative payment systems and exposed various cash users to the ease of using digital systems. Mastercard is fully committed to government initiatives like Make in India, Digital India and Skill India. The #KhulGayiLife campaign showcases the convenience of using digital transactions across internet banking, mobile wallets, debit cards, mobile and QR codes etc and for everyday uses such as tolls and transits, for utility bills, grocery, fuel, among others. The publicity strategy is aimed at mass audiences across all cities.
The campaign film has been created by leading advertising agency McCann. Bollywood superstar Irrfan Khan has also been signed on as face of the campaign as he truly typifies the modern face of Tier 2 India. A creative TVC that is already on air and has the actor creating personal connections with consumers as the campaign runs its course to increase preference for debit cards across audiences in tier 2 and tier 3 cities.