Mastercard Launches Sonic Brand Melody on PoS Machines in South Asia

Intending to deepen trust around digital payments, Mastercard has implanted its sonic brand melody into Android-based point-of-sale (PoS) devices. It is the first time MasterCard rolled out sonic melody on PoS devices in South Asia. The new acceptance sound will be heard whenever Mastercard complete a payment transaction on these PoS machines and also see a double tick mark on the PoS screen.

Commenting on this, Ravi B Goyal, Chairman & MD, AGS Transact Technologies, says, “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”.

Digital payments in India have grown substantially over the last few years and the country registered 31.34 billion retail digital payments. Mastercard partners with fin-tech companies, banks and industry bodies to improve awareness and adoption of digital payments. Ever since the launch of Mastercard’s sonic brand identity globally in February 2019, Indian consumers and merchants received warmly the advertisements featuring cricketer Mahendra Singh Dhoni and this made Mastercard to integrate its sonic melody into Android-based PoS machines powered by India TransactServices.

Manasi Narasimhan, VP – Marketing & Communication (South Asia), Mastercard, states, “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 the familiar, distinct and memorable melody to be played 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”.

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