Mastercard Targets Gen Z India with Live Music, Exclusive Perks, and Priceless Experiences

Mastercard is no longer just offering convenience at checkout. It is now delivering full scale experiences designed to capture the attention of India’s most powerful emerging segment   Gen Z. With a booming entertainment economy and a growing appetite for immersive experiences, the global payment giant is launching a new strategy centered around music, lifestyle, and digital engagement. At the heart of this shift is a major partnership with EVA Live, a leading festival and live events company, to bring over 20 international and Indian performances to cities across the country.

This marks Mastercard’s first large scale foray into India’s entertainment space and signals a deliberate move to reposition the brand in the minds of younger and aspirational consumers. From Enrique Iglesias and AR Rahman to DJ Tiësto, the lineup is designed to blend global stardom with local relevance. Mastercard cardholders will get early access to tickets, discounts at venues, and VIP style offerings like artist meet and greets and limited edition merchandise.

Julie Nestor, Mastercard’s Executive Vice President and Head of Marketing and Communications for Asia Pacific, highlighted that the decision to invest in live music stemmed from evolving consumer behavior. She pointed out that experiences now matter more than material purchases, especially in the post pandemic world. The shift from products to memories is not just a trend but a defining trait of this new generation of consumers. This is where Mastercard’s long standing global platform, Priceless, steps in with curated rewards and exclusive events tailored to resonate deeply with Indian audiences.

With over 50 million affluent consumers in India and that number projected to double soon, Mastercard is using experience led marketing to stay ahead of its competitors. While it competes with Visa, American Express, RuPay, and even emerging fintech players, Mastercard believes its focus on storytelling, cultural touchpoints, and unique access can drive loyalty and card usage. The company is tracking its success not just through impressions or event attendance but through hard performance data such as new card activations, usage spikes, and brand recall.

Importantly, the initiative goes beyond metro cities. Mastercard is now prioritizing expansion into Tier 2 and Tier 3 markets, where consumer aspirations are rising fast. The company believes that by bringing premium events and curated perks to smaller cities, it can build brand equity and deepen its footprint in underpenetrated regions. This strategy mirrors the economic shifts in India where smaller towns are driving the next wave of consumption.

Past data supports the business case. During Taylor Swift’s Eras Tour in the US, Mastercard observed significant increases in local spending across hotels, restaurants, and retail. This showcases how experience driven campaigns generate a ripple effect across the broader economy. Mastercard expects similar results in India, where concerts and events often turn into city wide celebrations.

The brand’s long standing ambassador MS Dhoni remains a vital part of this strategy. His presence adds credibility and reach, especially among older millennial and Gen X demographics. However, Mastercard is also tapping into influencers and artists to make inroads with younger fans. From digital first campaigns to physical brand activations, the company is running a hybrid approach to marketing that blends performance with purpose.

The Priceless platform in India already includes experiences across food, travel, culture, and sports. Whether it is cricket training clinics for aspiring female athletes or heritage themed explorations of Indian history, the platform has found strong traction among different audience segments. Mastercard now wants to scale this to match the scale and diversity of India itself.

While experiential campaigns are often seen as premium only offerings, Mastercard is consciously working to make them more inclusive. Gaming is a category where the brand sees mass participation and high engagement across income brackets. From esports events to casual mobile gaming tie ins, Mastercard is building a bridge between aspiration and accessibility.

The company is also navigating its B2B2C structure where banks remain the gatekeepers to card issuance. For Mastercard, the key is to design experiences that are so desirable that banks are incentivized to actively promote them to their customers. Simultaneously, Mastercard is investing in direct brand building campaigns on social media and through celebrity associations to create visibility and emotional connect with end consumers.

Security continues to be a critical differentiator in a highly competitive and scam prone digital payments market. Mastercard has launched safety focused campaigns in India and is emphasizing the role of cards in offering superior fraud protection. For Indian consumers who are becoming increasingly cautious about online scams, this focus on peace of mind adds another layer to Mastercard’s value proposition.

Looking ahead, Mastercard is committed to investing heavily in India. Whether through cricket, concerts, culinary events, or comedy festivals, the brand is going all in on immersive storytelling. Its goal is not to choose between categories but to identify passion points and turn them into memorable experiences. As India grows younger and more digital, Mastercard’s message is clear   it is not just a card in your wallet, it is a passport to the moments that matter.

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