New Delhi : American Express today launched a new card so loaded with rewards and benefits that it is set to revolutionize the card industry. The American Express Gold Card combines young affluent (between the age group of 28 – 35 yrs) Indians’ desire to be rewarded and recognized, and American Express’ ability to deliver premium value. At its core, it offers more points earning potential than any other card in the market, and more substantial rewards.

American Express Gold Cardmembers will earn 12000 Points a year for simply using their American Express Card four times a month. To otherwise earn 12000 points, a cardmember would need to spend Rs.4,80,000 annually. In addition, they earn 2.5 points for every Rs.100 spent on the Card and 5000 bonus points for renewing the Card membership. This means there’s no faster way to earn points that convert to substantial rewards like Tissot Watch, Sony Playstation, Apple I-pod, and/or a selection of other premium brand products and services from its specially created Gold Collection and other 400 reward options.

The American Express Gold Card also comes with an in-built intelligence that recognizes Cardmembers’ spending needs and adjusts accordingly thus allowing the flexibility and spending power they need. As a Charge Card, it offers the ability to manage finances with an interest free credit period of up to 52 days.

According to market research carried out for the launch of The Gold Card, the profile of the Gold Cardmembers fits people who belong to a new and rapidly emerging market segment made up of a young affluent group who enjoy success both in their personal and professional lives, who like freedom, who are net savvy, who seek to be different and are financially savvy and like to be rewarded and recognized. At the same time, it is a generation that wishes to enjoy the benefits and security (like internet fraud protection & zero lost card liability) traditionally offered by American Express.

The Card will redefine the gold standard in India by providing distinctive advantages like:

— Generous and accelerated reward points system simply for using the Gold Card 4 times per month in addition to points on all the spend;

— Award winning Membership Rewards programme with 400 + redemption options and a specially created Membership Rewards Gold Collection

— A unique in-built intelligence that allows Cardmembers to spend while not being restricted to amount in their bank account (smarter than a debit card)

— The benefits and backing of the American Express brand including world-class service, prestige, security, trust and quality.

Independent research commissioned by American Express prior to the launch, shows that owning “American Express Gold Charge Card” is seen as an intelligent money management tool as it helps to control and keeps track of everyday purchasing along with added benefits. “Gold Card” holds a “special status” with the research showing that holding a Gold Card is rated at par with owning a sedan, wearing badges and other symbols of success.

According to Mr Shailesh Baidwan, Country Manager & Head – Consumer Cards, American Express Banking Corp., India, “Young affluent customers in India are looking for payment products that offer not just prestige but also tangible value including rewarding them for all their transactions. All this, while ensuring they are able to closely manage their finances. With the New Gold Charge Card we have taken the unique and key capabilities of American Express and developed a new compelling product that meets their needs like no other product in the market place. We are confident that the new Gold Charge Card will strongly resonate with the customers.”