Mastercard said it has embedded its sonic brand melody into Android based PoS devices. This is the first time Mastercard has rolled out the sonic melody on PoS devices in South Asia. Whenever Mastercard cardholders complete a payment transaction on these PoS machines, they will hear Mastercard’s sonic melody and see the double tick mark on the PoS screen. The new audio-visual sensory engagement provides simple, seamless familiarity and an additional assurance to the consumer and merchant that the transaction has been completed safely and securely. In the first phase of rollout, Mastercard will work with India Transact Services, an omni-channel merchant digital payment solutions company and wholly-owned subsidiary of AGS Transact Technologies, to enable 2000 Android based ONGO PoS machines across Mumbai, Chennai, Hyderabad, Bangalore and Pune with Mastercard’s sonic brand identity. In phase two, which will take place over the next 6 months, India Transact Services will implement Mastercard’s sonic tune on 10,000 ONGO PoS machines in more than 15 cities. Since Mastercard launched its sonic brand identity globally in February 2019, Indian consumers have been exposed to the brand’s sonic melody through a number of digital campaigns as well as television advertisements featuring cricketer Mahendra Singh Dhoni.
