Percept D'Mark bags MasterCard's ground duties

MUMBAI: In the wake of a multi-agency pitch, Percept D‘Mark (PDM) has bagged the on-ground advertising duties of MasterCard.

Under the terms of the contract, PDM has come on board as a retainer agency wherein it will be the only agency to handle activations for MasterCard for the next two years.
Says PDM India national head brand activations Sanjay Shukla, "We plan to work on the model of retainership with brands because this gives us an opportunity to understand a brand in a better way as we are associated with it for a longer duration and not just for a particular campaign. A dedicated team will work on MasterCard."

The on-ground activities for MasterCard will be planned keeping in mind its core target audience comprising individual account holders, banks and merchants.
Initially, the agency will be working on campaigns that will drive the usage of debit cards at point of sales, handling activations related to the brand‘s sponsorship of the Mumbai Indians during the IPL season, coming up with initiatives centred on card holder education and other merchant incentive schemes and organising events for different platforms.

Additionally, the brand plans to increase visibility at airports with consumer promotions.
Adds Shukla, "BFSI brands have been increasing their media budgets and are realising the importance of below-the-line activities, which give them an opportunity to connect with the TG on a one on one level."

Some of PDM‘s key clients include Airtel, Pepsi, Colgate-Palmolive, Citibank, P&G, Kelloggs, Microsoft, Times of India, HSBC, FedEx, Nokia, Loreal, TATA Indicom, Apollo Tyres and VLCC.

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