MoneyGram, a global provider of innovative money transfer services, is giving the fans of the Indian cricket team an opportunity to wish the team for the ICC World Cup 2019 with a chance to double their money sent via the platform.
The duel offer is part of the ICC World Cup marketing campaign of MoneyGram, a long-standing partner of the International Cricket Council. The India-specific campaign is among MoneyGrams most important marketing initiatives for the year. The brand targets India and South Asia as one of the prime markets and believes that associating with cricket will help it in better connecting with the diaspora strewn across the 200 countries it operates in.
“The South Asian community and diaspora are very important to our business. We, therefore, needed a platform that can resonate with the whole community regardless of where they end up on the globe. And cricket was the perfect fit for us, really, as cricket is a such a passion in this area,” MoneyGram chief marketing officer Joann Chatfield told Indiantelevision.com.
“If you look at the South Asian region – India, Pakistan, Bangladesh, and Sri Lanka – India is the country with highest remittance inflows. Also, the other three will surely be there in the top 20. A total of $100 billion, probably, comes to these four countries from across the globe where its diaspora is residing. There is nothing bigger than cricket for this part of the world, so the partnership with ICC was a natural fit for us,” adds Sheshagiri Malliah (Sukesh), MoneyGram regional head for the Indian subcontinent – Indo China and Malaysia.
The India-specific campaign, launched on April 15, has already got more than 150,000 wishes on the platform. The brand is using an omni-channel presence to promote the campaign but the prime focus is on digital.
A team of promoters is also going to several MoneyGram agent locations in UP, Bihar, Punjab, Kerala, and Gujarat, equipped with tablets to help reach cricket lovers in market squares to gather their wishes and blessings.
MoneyGram has been an active sponsor of ICC and has sponsored many cricketing events including the past two men’s World Cups. The association was renewed in 2016, with a commitment to continue till 2023.