All Credit Cards offered Reward Points on spends. However, research showed that this was not valued by card members. Secondly, the truly significant Rewards took a very long time to achieve. For example a Million rupees spend on a card could earn a 2-day stay at a resort! The strategic orientation was to completely refresh the normal rewards programme. This gave birth to the Luckystars Sweepstakes rewards. To get rewarded they only had to switch spends from other cards. Every Rs. 1000/-spent earned one turn at Luckystars Sweepstakes. Newer member could earn rewards “out-of-turn”.

In a short span of 4 months, due to very focussed and targeted communications, the ICICI Bank ‘Limited Edition’ Credit Card has been received and accepted by 200 of the 500 targeted spouses of India’s most influential business families. The card has found a niche in their over crowded wallets and in excess of 90% have activated and used the card. Setting the stage for an “add-on” introduction to their spouse.