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February 28, 2020

Mastercard Debuts Sonic Brand Melody in India

The distinct and memorable Mastercard acceptance sound will provide additional assurance to consumers about the safe and secure completion of their payment transactions.


New Delhi, India — In another step towards deepening trust around digital payments in India, Mastercard has embedded its sonic brand melody into Android-based point-of-sale (PoS) devices. This milestone marks the first time Mastercard has rolled out the sonic tune on PoS devices in South Asia. Now, whenever Mastercard cardholders complete a payment transaction on these PoS machines, they will hear Mastercard’s sonic melody and see the double tick mark on the PoS screen. The new audio-visual sensory engagement provides simple, seamless familiarity and an additional assurance to the consumer and merchant that the transaction was safe and secure.

In the first phase of rollout, Mastercard will work with India Transact Services Ltd., an omnichannel merchant digital payment solutions company, to enable Mastercard’s sonic brand identity in PoS machines across five cities - Mumbai, Chennai, Hyderabad, Bangalore, and Pune. In phase two, India Transact Services will implement Mastercard’s sonic tune on 10,000 ONGO PoS machines in more than 15 cities, including tier II & III towns, such as Bhubaneswar, Patna, Satara, and Coimbatore.

Since Mastercard launched its sonic brand identity globally in February 2019, it has exposed Indian consumers to the brand’s sonic melody through several digital campaigns, as well as television advertisements featuring cricketer Mahendra Singh Dhoni. The consumers and merchants warmly received the tune during Mastercard events and workshops around the country. Following the receptive response, Mastercard is now taking the next step to integrate its sonic melody into Android-based PoS machines powered by India Transact Services Ltd.

Talking about the launch, Mr. Ravi B. Goyal, Chairman & MD, AGS Transact Technologies Limited, said, “We consistently aim to simplify the digital payments experience for consumers and merchants through our brand ONGO. Our pan-India presence, along with Mastercard’s brand trust, will be the catalyst for strengthening the digital payments ecosystem in India.”

Manasi Narasimhan, Vice President, Marketing and Communication, South Asia, Mastercard, said, “Over the years, Mastercard has been working in India to increase consumers’ trust in the safety, security, and convenience of digital payments. Sound is a powerful way to create an emotionally and culturally relevant connection with consumers. Mastercard’s partnership with India Transact Services enables it to play the familiar, distinct, and memorable melody each time a Mastercard cardholder completes an Android PoS based transaction. This additional layer of reassurance will increase consumers’ trust and confidence in digital payments and goes a long way towards establishing Mastercard debit and credit cards as the preferred safe, secure, and convenient way to pay.”

Mastercard is a technology company in the global payments industry. Its global payments processing network connects consumers, financial institutions, merchants, governments, and businesses in more than 210 countries and territories. Mastercard products and solutions make everyday commerce activities, such as shopping, traveling, running a business, and managing finances, more comfortable, more secure, and more efficient for everyone.

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Edited & Posted by the Editor | 12:44 PM | Link to this Post

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