Standard chartered builds on Indian cricket credit card

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BOMBAY--A full calendar of cricketing events worldwide and the upcoming World Cup in England has spurred Britain's Standard Chartered to relaunch its CricketCard credit card in India two years after the product was introduced to time with the 1996 Wills World Cup.

The revamped credit card incorporates an array of fresh benefits that make the product more relevant to cricket-watching enthusiasts, says Stanchart in a statement.

The benefits play upon the words associated with cricket, India's favorite sport. Cricket- Card XI means the card is available in 11 de- signs that can include the photo of a favorite cricketer. Dial-a-Match allows cardholders to book stadium tickets by phone. Bodyline entitles cardholders to a year-long, 10% discount on any Adidas product bought. Nets offer professional cricket coaching to cardholders and their progeny, a first for India.

A sweepstakes is named Ticket to Cricket, where cardholders can win trips to the 1999 World Cup to be played in England, and other prizes, by correctly guessing which cricket players will gain the highest Ceat cricket ratings. Ceat is one of India's leading tire makers.

A certain portion of the spend on the Cricket- Card will also be earmarked for developing lo- cal talent in collaboration with the Board of Control for Cricket in India.

Stanchart is India's No. 2 credit card issuer, after Citibank India. Of the estimated 450,000 Stanchart cardholders, around 10,000 continue to hold the CricketCard. The British bank managed to rope in 10,000 customers for its CricketCard when the product was launched to coincide with the 1996 Wills World Cup that was played in the South Asian countries of India, Pakistan and Bangladesh.

Copyright November 1998, Crain Communications Inc.

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