Mastercard has added its sonic brand melody into Android-based point-of-sale (PoS) devices that play a melodious sound upon successful completion of a card transaction.
Now, Mastercard cardholders will hear the sonic tune and view a double tick mark on the PoS screen after completing transactions on these PoS devices.
The aim is to offer users and merchants additional confidence that the payment has been made safely.
India is the first country in the South Asian region where Mastercard has debuted the sonic melody on PoS devices.
Mastercard signed a pact with India Transact Services to initially equip 2,000 Android-based ONGO PoS machines throughout five cities with its sonic brand identity. The cities are Chennai, Hyderabad, Mumbai, Bangalore, and Pune.
In the second phase, India Transact Services will deploy the sonic melody of Mastercard on 10,000 ONGO PoS machines in over 15 cities. This phase will last over the next six months.
Mastercard South Asia vice president of marketing and communication Manasi Narasimhan said: “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.”
Mastercard first rolled out its sonic brand identity in February this year.