MAM
Mastercard launches campaign with CRED to make high-value transactions
Mumbai: Mastercard and CRED on Monday launched a campaign that will enable Mastercard credit cardholders to make simple, secure tuition and rent payments for housing expenses using the CRED app.
Cardholders will enjoy the convenience of making high-value transactions such as rent payments or paying maintenance and school fees for any type of education, from primary school to university, from any mobile device while benefiting from additional liquidity and enjoying exclusive cashback and credit card rewards.
“By rewarding transactions and providing a seamless experience, we can enable more CRED members to use their cards for large value recurring transactions. Partnerships with ecosystem stakeholders like Mastercard encourage members to pay their monthly rent and education fee payments on their credit cards, enabling them to gain more credit card points and unlock greater liquidity. At CRED we are creating a system that strives to reward high trust and creditworthy individuals of India, inspiring others to be like them,” said Cred’s representative Akshay Aedula.
Mastercard’s Vice President- Digital Partnerships, South Asia, Aditya Murthy said, “Mastercard technology offers simplicity and safety to cardholders with every transaction. This partnership with CRED opens convenient, new payment possibilities on credit card spend for millions of mobile-first users and facilitates greater choice for Mastercard cardholders.”
“Enabling high value, recurring transactions such as tuition and rent to be paid on credit cards will make strides in accelerating India’s transition to a less cash economy. Through Mastercard’s longstanding relationship with CRED, cardholders will enjoy more secure, seamless checkout experiences,” he added.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
