Over the years, we have been seeing quite a few brands leveraging the IPL to their advantage. Along with a spate of new brands flocking the sporting extravaganza this year, credit card major Mastercard has continued its aggressive partnership with the property as they have been doing over the years. The results for this year’s IPL campaigns featuring MS Dhoni have been a thumping success, show the visibility numbers.
This year too, Mastercard is betting big on IPL continuing its association with brand ambassador Dhoni and Chennai Super Kings (CSK). Manasi Narasimhan, VP, Marketing & Communications, South Asia, Mastercard, says the company’s approach this year is to promote the idea of ‘Priceless Moments’ through the tournament.
Opening up on why Mastercard is an important property for the brand to partner, she said IPL is an exciting format and it delivers edge of the seat entertainment almost through the match. “We