Mastercard Woos Young India With Music and Memories

Mastercard, the global payments giant, is tuning into the hearts of young Indians with a fresh strategy that goes far beyond cashbacks and discounts. In a bold move to win over India’s next generation of spenders, Mastercard is betting big on music, memories, and exclusive meet-and-greet experiences—making payments not just about transactions, but about unforgettable moments.

Moving Beyond Cashbacks: The Power of Experiences

India’s affluent and aspiring middle class is booming, with 50–60 million individuals expected to double in the next four years. This young, digitally savvy crowd is looking for more than just deals—they want experiences that match their passions. Mastercard, which already competes with Visa, American Express, and RuPay, is now shifting its focus from traditional sports sponsorships to live music and entertainment that resonates with Gen Z and millennials.

The Big Play: Partnership With EVA Live

Mastercard has partnered with EVA Live, a major events and festival company, to bring over 20 performances by international and Indian stars—including Enrique Iglesias, AR Rahman, and DJ Tiësto—to cities across India. This marks Mastercard’s first major entertainment tie-up in the region, signaling a new direction for the brand.

What’s in it for cardholders?

• Early access to concert tickets through pre-sales
• Discounts on food and beverages at venues
• “Priceless” experiences like exclusive meet-and-greets with artists and limited-edition merchandise

Julie Nestor, Mastercard’s EVP and head of marketing for Asia Pacific, explains,

“India is very much a Gen Z market. Two-thirds of the population is under 35, and they have a huge passion for music. We see this as a great opportunity to deepen engagement and find new customers.”

Riding India’s Live Entertainment Wave

The live music and entertainment industry in India is booming, now worth over $1.4 billion and growing at 19% annually. With more than 300 large concerts expected next year, Mastercard’s timing couldn’t be better. The brand’s research shows that young Indians crave unique experiences—whether it’s music, culinary adventures, cricket, or travel.

When Mastercard launched its “Priceless” platform in India in 2021, it offered 40–45 different experiences, from cricket clinics to historic tours. The response was overwhelming, proving that today’s consumers want immersive, differentiated experiences, not just rewards.

Not Just for the Elite: Accessible for All

While the partnership brings premium experiences, Mastercard is clear that these events are for everyone—not just the affluent. Ticket prices will vary depending on the artist, but the goal is to make live music and entertainment accessible to a wide audience, including those in Tier 2 and Tier 3 cities.

Nestor adds,

“Brands often focus just on metros, but we want to bring consumers in from all across the country. Gaming is another area we see growing interest in, and it’s accessible to everyone.”

More Than Just a Concert

Mastercard’s approach is about building emotional connections. During Taylor Swift’s Eras Tour in the US, Mastercard saw a 68% rise in accommodation bookings and a 49% increase in restaurant spending near concert venues. The hope is that similar economic ripples will benefit Indian cities hosting these mega events.

Navigating India’s Unique Market

Unlike direct-to-consumer brands, Mastercard operates through bank partners who issue cards. This means creating experiences so attractive that banks are motivated to promote them to their customers. The brand also uses social media, influencers (including music artists and celebrities like MS Dhoni), and a digital-first media strategy to reach young audiences.

Safety and Trust Still Matter

In a market crowded with digital payment options like Paytm, Mastercard sets itself apart with a strong focus on security and fraud protection—crucial as cyber threats rise. Last year, the brand ran a campaign with MS Dhoni highlighting the safety of card payments.

The Road Ahead

Mastercard’s commitment to India is clear. With a growing population, a rising Gen Z, and a hunger for experiences, the brand plans to keep investing in music, sports, travel, and more—wherever India’s passions lead.

“We are not moving away from our experiential strategy. We want to do more of it and reach more audiences, especially in Tier 2 and Tier 3 India,” says Nestor.