With a message to celebrate the spirit of womanhood and encouraging women to live life the way they want to, Mastercard in partnership with Citi Bank had Indian cricketer Mithali Raj wear a traditional Indian sari along with cricket accessories while playing cricket. This was to break stereotypes and to congratulate the Indian cricket team ahead of Women’s Day for reaching the T20 World cup finals.
The video depicted the fact that one can do anything they want to, including for example playing cricket in a saree. The campaign created such a storm on the internet that within hours of the campaign launch it was trending on Twitter. It got a lot of engagement, with social media being abuzz with reactions and viewers getting inspired by MIthali and calling her the Iron lady of cricket.
The campaign received an overwhelming response with over 35 million impressions across Facebook, Twitter, and Instagram. The number of video views on Youtube, Facebook, and Twitter crossed 1million views and the engagement rate on Facebook went up to 30%. All of this was achieved in a day! The hashtag #Startsomethingpriceless #OnYourOwnTerms has witnessed 37,742 interactions on Twitter.
On the success of this campaign Manasi Narasimhan, VP and Head Marketing and communications, South Asia, commented, “Mastercard is committed to helping women realize their potential and empower women to have full careers. As an organization, Mastercard has always encouraged women to be independent and make their own way. Mastercard launched this campaign to remind women to live a life being true to themselves and live without regrets and boundaries.”
On the success of this campaign, Arnika Dixit, Head – Digital Sales & Marketing, Data Analytics & Client Experience, Citi India, commented, “For Citi, the journey of bringing to life the stories of successful women began last year when some of our Citigold women clients came forth to share their stories of how they succeeded against all odds and have lived life #OnYourTerms. This year, we have taken it a step ahead with our partner Mastercard, to launch this year’s season with a teaser featuring Mithali Raj, who embodies the spirit of #OnYourTerms. This is our effort to inspire women across the board to take chances and achieve new heights #OnTheirTerms.”
Mastercard’s connection to Cricket includes a partnership with MS Dhoni to build Team cashless India, a nationwide initiative that aims to strengthen the acceptance of digital payments among merchants. Also, Mastercard ‘Priceless experiences’ campaign is their commitment to offering opportunities to their cardholders that would normally be unimaginable.