SBI Card to Capture Prime Time

Marketing | July 14, 2017 | News

Gitikka Ganju Dhar SBI Trident

By Gitikka Ganju Dhar, Curator, TalkTheStage

On June 13, SBI Card launched a unique credit card for the neo-premium consumer in India.

Think about it. By 2020, India is set to become the world’s youngest country with 64% of its population in the working-age group. With the West, Japan and China aging, this demographic potential offers India and its growing economy an unprecedented edge and its biggest asset. India today, is a big growth story, poised to become the third-largest consumer in the world by 2025. Rising affluence is pegged to be the biggest driver of increase in consumption. Of India’s five household income categories, the elite, the affluent, the aspirers, the next billion and the strugglers, the top two income classes are presently, the fastest growing. From 2016 to the year 2025, the share of elite and affluent households will increase from 8% to 16% of the total while the share of strugglers will drop from 31% to 18%. And if you do the Math, a chunk of this pie will belong to young, premium consumers, who want to buy niche and premium experiences, the world offers.  SBI Card aims to cater to this neo- premium consumer through the new card SBI Card PRIME. For the same, SBI Card has partnered with various marquee brands in their space such as, Trident Hotels, Vistara, Reliance Retail, Big Basket, Pizza Hut and Priority Pass.

The event was held in the Shahjahan Hall at the Taj Palace, New Delhi. It was flawlessly managed by Event Network, led by H. Safdar Zaidi, in a black and blue stand-out set that knocked out the senses.

The proceedings were flagged off by the Chief Guest, Mr. Dinesh Khara, MD-A&S, SBI with the lighting of the ceremonial lamp. Also present on the occasion Mr. Vijay Jasuja, CEO, SBI Card, Mr . Nalin Negi, CEO, SBI Card, Mr. Phee Teik Yeoh, CEO, Vistara, Mr. Damodar Mall, CEO Grocery Retail, Reliance Retail Limited; Mr. Alok Kumar Choudhary, CGM, Delhi Circle, SBI, Mr. Ashish Sharma, CEO, GE Capital India and Mr. Prashant Gaur, Chief Brand Officer – Pizza Hut (Indian Sub-continent) at Yum Brands. Mr. Khara and Mr. Vijay Jasuja addressed the high powered audience. The top management from partner companies spoke on the occasion about the thought process and reasons behind the partnerships. The actual launch sequence employed the aid of a touchscreen and an edgy film. The salient features of the card were plugged, subtly, by Yours Truly by way of an imaginary phone conversation with a friend. Yes, something new that worked beautifully.

Members of the press and the electronic media were present in full strength. This is a given at most SBI Card events.

It was a straight and simple product launch event. But please note, it was a highly critical event, given the importance that SBI Card attached to the launch of the card, the profile of the audience present and the presence of the discerning national press. It had to be a curious case of perfect execution. That moment, when the countdown touched one and all eyes turn towards the show host, some with a prayer, some with a challenge and the rest just watching, it is then that I was once again reminded of the very important responsibility the show host carries on his or her shoulders and it is at the moment when I tell myself, ‘Dance like a butterfly, sting like a bee..”

For the love of stage, we all dance under the arc lights!

About the Author

Motivational Speaker I Moderator I TV Anchor I Show Host

Gitikka Ganju Dhar is a Distinguished Indian Anchor and Curator, Talkthestage.

Connect with Gitikka on Twitter.

On June 13, SBI Card launched a unique credit card for the neo-premium consumer in India.

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