Already used in 47 languages across 97 countries, Nitin Gupta, vice-president and general manager, South Asia, MasterCard International, said the time was right for MasterCard to talk in the local idiom: "We believe a payment card is a mass product and English is not the language of the masses (here)."
The commercial was created by McCann Erickson and revolves around a particular Indian insight: 'a young couple trying to find a few moments of privacy in a crowded world' in the busy run-up to their wedding day.
The MasterCard campaign will use satellite TV, FM radio, print, internet and outdoor media.
Global campaign localised in India to reach masses
MasterCard International has launched Indian versions of its award-winning 'Priceless' ad campaign in Hindi and Kannada, a south Indian language.