Payment and technology company Mastercard on Wednesday announced the appointment of cricketer Mahendra Singh Dhoni as its brand ambassador. Dhoni is the company’s second celebrity face in addition to Bollywood actor Irrfan Khan.
As part of the new partnership, Mastercard will leverage Dhoni’s mass following to promote its cash-to-digital campaign to drive debit card usage in Tier II and Tier III cities. The campaign, which will be launched in October, will educate consumers and merchants about the convenience, wide acceptance, and safety and security features of debit cards.
Commenting on his partnership with Mastercard, Mahendra Singh Dhoni, said, “As a proud resident of Ranchi, a small city, and having travelled across the world, I relate to the importance of safe and secure payments that build confidence to live, work, and play in today’s digital economy. I am very excited to join hands with Mastercard to support the Government of India’s agenda of creating a digitally empowered, networked and knowledge society.”
Commenting on the announcement, Porush Singh, division president, South Asia, Mastercard said, “In Mahendra Singh Dhoni, Mastercard has found another partner, in addition to Irrfan Khan who reflects the drive we share for a Less-Cash India. The association highlights a distinct combination of Mastercard's commitment to take digital payments to the last mile and MSD’s representation of a progressive and innovative ‘Bharat’. MSD’s influence will be the key to trigger a behavioral shift among those who still prefer cash or have some misconceptions about digital transactions.”
Earlier this year, Mastercard launched a successful marketing campaign featuring Irrfan Khan which showcased 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.