Mastercard has rolled out a fresh digital-first campaign, ‘Tap Your Phone, Pay in Style’, designed to accelerate the adoption of mobile contactless payments among young, tech-forward consumers in India. The campaign reframes Tap & Go as not just a payment method, but a lifestyle choice-fast, stylish, and seamlessly integrated into everyday routines.
Led by McCann Worldgroup India, the campaign uses short, visually sharp films featuring actors Ishaan Khatter and Krithi Shetty. These narratives highlight ordinary payment moments and reimagine them as expressions of personal style, mirroring the evolving attitudes of Gen Z and millennials who value convenience without compromising individuality. The rollout includes teasers, main films, and weekly digital content, amplified by creators across finance, lifestyle, fashion, and entertainment.
Mastercard is also collaborating with issuing banks, merchants, and retail partners to build real-world familiarity. As part of this push, the brand will set up ‘Tap Zones’ in cafés, restaurants, and retail outlets, giving consumers hands-on exposure to mobile contactless payments.
According to Lavani Agarwal, VP – Marketing and Communications, South Asia, the campaign taps into a key behavioural insight: today’s consumers expect technology to blend into and elevate daily life. Tap & Go, with its secure and efficient design, aligns naturally with this expectation.
Prasoon Joshi, CEO & CCO, McCann Worldgroup India, adds that the creative idea was to transform the simple act of tapping into a moment of self-expression.
The campaign will run extensively across digital and social platforms, strengthening Mastercard’s effort to position Tap & Go as a trusted, stylish, and everyday payment solution for India’s digital-native generation.
