SVP, Head of Marketing and Communication, Asia Pacific
Member since 2020
Mastercard’s leading APAC marketer returns to our power list after a tumultuous but successful year for the credit card brand as the company rethought its shift from advertising to experience to more digital and domestic experiences before Covid.
A good example of this was the Open the Open campaign, which brought tennis fans to the Australian Open via a series of virtual fan live streams because Mastercard could not physically get them to the event. Instead of settling for less, the virtual activations boosted brand media coverage, engagement rates and positive associations from previous years, along with an appreciation of important brand associations such as “innovation”.
Dastoor also played a role in stay-at-home campaigns directly related to the pandemic across the region, offering consumer discounts on new household items. He also helped strengthen the “#ThankYouVyapaariyo” campaign to show appreciation for frontline workers in India to more than 100 million consumers and retailers through social media and TV inventory.
Mastercard’s efforts have paid off in underscoring the active role brand marketing can play during the pandemic. Its brand value rose during the height of Covid in 12 of the 14 Asian markets measured.
It is therefore not surprising that Dastoor actively supports Mastercard’s branding initiatives for the benefit of the company, the industry and beyond. As the leader and convener of the Asia-Pacific chapter of Mastercard’s “In Solidarity” efforts, Dastoor and his team not only work together on internal communications to ensure that all employees feel equally respected, but also to ensure sponsorship -Platforms and advertising are inclusive and the participation of all parts of society. They also source freebies from local vendors for small industrial and lead marketing campaigns and are working to help Mastercard with the Priceless Planet Coalition achieve its goal of restoring 100 million trees by 2025.
In addition to spearheading the development and activation of integrated marketing strategies for business goals, Dastoor works closely with issuers, merchants and governments across APAC to build the brand’s reputation as one of the most innovative payment technology companies.
An early career Ogilvy & Mather product, Dastoor has successfully taken on major global strategy mandates, including helping wealth manager BlackRock build a retail brand and bolster corporate reputation. After joining Mastercard in 2014, Dastoor’s global strategy work included directing the brand’s global B2B marketing activities from New York before moving to Asia in 2018 to lead APAC marketing.
Dastoor can be found on Twitter @rustomdastoor.