India, a land of diverse cultures and rich history, is increasingly becoming a priority market for brands seeking to offer unique experiences. Mastercard is no exception, and they have recently launched their flagship lifestyle program called ‘Priceless India’ in partnership with the Ministry of Tourism’s initiative, Incredible India.

Under the banner of ‘Priceless Cities,’ Mastercard’s program allows both domestic and global travelers to access exclusive travel experiences across India. This platform is already active in over 40 cities, strategically located in key cross-border travel corridors.

Raja Rajamannar, Chief Marketing and Communications Officer of Mastercard, explains, “We curate these experiences that money cannot buy and put it up on sophisticated digital platforms where the discoverability is easy.”

Recognizing India’s significance, Mastercard is increasing its presence in the country through various marketing activations, including cricket, travel, and lifestyle experiences. India’s diversity, from cities to forests, villages to towns, inspired Mastercard to choose ‘Priceless India’ as the program’s name, emphasizing the nation’s multifaceted charm.

The objective behind this lifestyle program is to promote India globally and attract travelers to experience its unique offerings. Mastercard saw an alignment of motives with the Indian government’s ‘Incredible India’ campaign and Invest India, prompting collaboration in various ways.

Mastercard acknowledges that traditional advertising is facing challenges due to increased clutter and shorter attention spans. Experiential marketing, focusing on real-life experiences, is gaining prominence. Raja Rajamannar states, “Experiential marketing will be the prominent way of marketing in the times to come.”

Mastercard's goal is to raise brand awareness across every tier of India. They are expanding their efforts beyond tier-one cities, recognizing the untapped potential in tier two and three cities. Tailored communication strategies, including content in Hindi and English, cater to diverse audiences.

India’s youthful population and enormous growth potential make it a priority market for Mastercard. Rajamannar believes that every brand recognizes India’s tremendous opportunities, and Mastercard is no exception.

“We are going to really be getting into this market via various initiatives, one of which is ‘Priceless India,’” concludes Rajamannar.

Mastercard’s collaboration with Invest India aims to redefine experiential travel through ‘Priceless India,’ enriching India's cultural tapestry for both domestic and international travelers. The future of marketing is experiential, and India is at the forefront of this transformative journey.