NEW DELHI: Former India captain MS Dhoni has joined Hindi film actor Irrfan Khan as brand ambassador of Mastercard’s cash-to-digital campaign, the company confirmed at an event in the city on Wednesday.
While financial terms were not disclosed, Porush Singh, division president – South Asia at Mastercard, told Economic Times that Dhoni had been signed for one year “with an option to renew for subsequent years”.
Currently, the cricketer endorses an array of brands across categories, including Exide Life Insurance, Orient Fans, smartphone maker Lava International, automobile firm TVS Motors, liquor brand McDowell’s No. 1, SRMB Steel, and health supplement brand Revital H.
Mastercard is focused on building awareness about digital payment in their efforts of building a “Less-Cash India” not just in the metro cities, but the Tier 2 and Tier 3 cities as well as around 95 percent retail payments in India are still in cash.
Dhoni will be helping the firm in educating consumers and merchants in the smaller cities about the convenience, wide acceptance and safety and security features of debit cards. The idea to rope in the cricketer is based on the premise of him hailing from Ranchi yet being the face of new India.
“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 societyn,” Dhoni noted.
Singh commented: “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.”
Arun Pandey, chairman of Rhiti Sports and Dhoni’s business manager said, “Market leaders and innovators are best placed to execute campaigns which take the industry to the next level. The idea of Mastercard partnering with MSD to further the cause of cashless India is very appealing.”
