Shankar Mahadevan's new song has Hrithik Roshan grooving to the beat, igniting uninterrupted celebrations for India – the Citi Mastercard way!

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Shankar Mahadevan's new song has Hrithik Roshan grooving to the beat, igniting uninterrupted celebrations for India – the Citi Mastercard way!
Hrithik Roshan and Shankar Mahadevan.
As festive season approached, Citi and Mastercard came together to ensure the celebrations remained totally uninterrupted! They curated a range of offers and privileges for their consumers to enable them to kick-start their celebrations without having to wait anymore. These brands didn’t just stop at providing functional benefits but truly brought joy and touched their consumer’s hearts by collaborating with country’s finest talents.
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Two of the most beloved names in our country- Shankar Mahadevan and Hrithik Roshan joined hands to bring about the flavour of the season. The Citi - Mastercard campaign brought about a priceless song and dance routine, with the maestros at the helm.


If you thought you needed a better reason to celebrate, to connect with your loved ones, - this music video gave you all the reason you needed. Music maestro’s melodies combined with the movie star’s unstoppable dancing skills, led to genesis of a creative masterpiece that inspired many to celebrated uninterrupted this Diwali...

Citi truly ensured uninterrupted celebrations, not just through this music video but by enabling its consumers to do a little more by its range of offering across credit and debit cards, usage offers and digital services.

The campaign song “Celebration Uninterrupted” has the Mastercard sonic woven into its DNA. Therefore, when a lot of us Mastercard users listen to the track, we get a sense of familiarity. This is a fresh approach to weave a piece of the brand's iconic identity into the pop culture conversation.
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“This festive season we bring back the fun, by fulfilling those overdue commitments and spending quality time with our loved ones. This being a special year, we went all out by creating our very own festive anthem to the words and music of legendary Shankar Mahadevan and the moves of Indian superstar Hrithik Roshan shot internationally. Our campaign is live across multiple platforms and we are excited to bring this unique collaboration exclusively for the festive season to our clients.” said Arnika Dixit – Business Head - Credit Cards, Digital, Data and Marketing, Citibank India

Not only was this campaign one of its kind in its utilization of a song and dance routine, it also included an entire 360-degree integration across platforms- be it OOH or print, digital or OTT. This integration ensured that the anthem got a formidable response among media portals and influencers alike.

“Music is a powerful way to create an emotionally and culturally relevant connection with consumers. This being the biggest festive anthem of the year, Mastercard in collaboration with Citi brings you an experience that is truly Priceless. The distinct and memorable Mastercard melody, Sonic, will bring an additional layer of assurance to consumers about the safety and security that comes with their Mastercard. Owing to the credibility and authenticity these renowned personalities bring, our campaign narrative aims to resonate with the audience at a personal level,” added Manasi Narasimhan, Vice President, India South Asia at Mastercard.

That's how, in a new form, Citi and Mastercard leveraged India’s cultural nuances like music and dancing to build a message that kindled a spark of happiness for all. As we look towards ending this year on a more positive note, treat yourself to ‘uninterrupted celebrations.’

Disclaimer: This is a sponsored post in partnership with Yellawe
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