afaqs!

PDM to handle activations for MasterCard

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | March 31, 2010
As part of the contract, PDM has come on board as a retainer agency and will be the only agency handling activations for the brand for the next two years

Following a multi agency pitch, PDM has bagged the on ground duties of MasterCard. As part of the contract, PDM has come on board as a retainer agency and will be the only agency handling activations for the brand for the next two years.

& #BANNER1 & #

Confirming the development to afaqs!, Sanjay Shukla, national head, brand activations, PDM India, says, "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 TG (target group) comprising individual account holders, banks and merchants. The initial brief from the client includes working on campaigns to 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. Also, the brand plans to increase visibility at airports with consumer promotions.

Without disclosing the size of the account, Shukla shares that 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.

Currently, PDM handles brands such as Canon, VLCC, Apollo Tyres, L'Oreal Paris, Maybelline and Kingfisher.