labels: citibank, mastercard, advertising/branding, banks & institutions
Mastercard, Citibank & MTV launch new form of plastic news
Our Corporate Bureau
05 April 2004

Mumbai: A major change is being brought about in the look of the credit card. MasterCard International, Citibank and MTV have partnered to provide potential cardholders a credit card that is distinct in its look. As against the currently available straight-side shaped payment cards, the MTV-Citibank-MasterCard card has a curved contour, bold colours and a see-through pattern. The card is a variant of MasterCard's globally successful mc2 card design.

The credit card offers young people a host of benefits from over 300 merchants across the country including free entry to some of the country's most popular nightclubs, pubs and restaurants, discounts at popular bookstores, on the purchase of mobile phones and mobile phone accessories, popular apparel stores and gyms and health clubs.

The card has tie-ups with leading merchant establishments including restaurants such as Domino's Pizza and T.G.I Friday's, book stores such as Landmark and sports shops including Fila and Spykar, Mikanos in Mumbai, Incognito, Tantra in Kolkata and Purple Haze in Bangalore, which offer exclusive discounts.

Sarvesh Sarup, country business manager, global consumer group, Citigroup India, said, "The MTV-Citibank-MasterCard co-branded card has emerged as the most preferred card brand amongst the youth and the young at heart through ongoing and relevant innovation. The MTV- Citibank-MasterCard co-branded initiative was launched with the first-ever feature programme providing yearlong benefits at some of the most happening outlets. This was followed by the immensely successful translucent card with its unique design. We are confident that this new three corner plastic, which is another first in the Indian market, backed by exciting benefits, will find tremendous appeal with the "young at heart" segment and further consolidate our leadership position in the cards market."

Nitin Gupta, vice president and general manager, MasterCard International, South Asia, said at the launch, "mc2 is a hugely successful innovation for MasterCard around the world. This is the first time that we are launching a variant of the MasterCard mc2 card in India, in partnership with MTV and Citibank. We believe the card will become a style accessory and a fashion statement with the young and young at heart in India."

Alex Kuruvilla, managing director, MTV Networks India, said, "MTV has always stood for the shape of things to come, whether it is innovative programming or the new cutting edge MTV Citibank MasterCard Credit Card."


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Mastercard, Citibank & MTV launch new form of plastic