MUMBAI: American Express has launched a premium service – ‘The Platinum Club’ – aimed at the growing affluent consumer segment in India and has appointed actor Abhishekh Bachchan as its brand ambassador.
Abhishek will also be the first member of the Platinum Club and will be seen in a marketing campaign with the theme “Membership Changes Everything” of American Express.
American Express has also partnered with Kingfisher Airlines, The Taj Group of Hotels, and more than 250 boutique establishments including India’s leading restaurants, retail stores and spas to be able to offer the types of benefits that directly appeal to the lifestyle aspirations of the high spending affluent population as identified in “Inside the Affluent Space” study. American Express senior vice president ASEAN and South Asia Atul Mathur said, “Today India’s affluent consumers appreciate the finer things in life, but the manifestation of that appreciation has changed – exclusivity, convenience, service, recognition and badge value are the new status symbols. They are looking for exclusive product and service offerings that add tangible value, have real utility and simplify their lives.”
“Today’s launch also represents a significant investment by American Express in an aggressive growth strategy to realise the incredible potential of this market. In fact this is the first time in India, that we are appointing a celebrity to endorse our offering,” he added.
The new ad campaign featuring Abhishek will convey the important role American Express plays in supporting the lifestyle needs of its customers. ‘Membership Changes Everything’ campaign captures the unique emotional connection between American Express and its card members.
Speaking on the selection of the brand ambassador, American Express, India vice president and country manger Robert Hennin said, “American Express is an iconic brand. The essence of the brand has been rooted in ‘personal achievement,’ which is symbolised by celebrities like Tiger Woods and Ken Watanabe. For the launch of the Platinum Club, it was crucial that we choose a personality who connects with the consumer, while representing the spirit of personal achievement. Abhishek Bachchan made perfect sense.”
