One of India’s largest private sector banks, offering a comprehensive suite of retail credit card products to millions of customers. The bank focuses on compliance, innovation, and high customer retention in a competitive landscape.
As per RBI’s Master Direction on Credit and Debit Card issuance, credit cards inactive for over 365 days must be closed after a 30-day notice. The bank faced high card dormancy levels and low response to existing reactivation campaigns, which involved conditional spends and delayed voucher gratification. Manual reward processing further slowed down impact.
Edenred built a digital rewards platform that merged the campaign and reward fulfilment into a seamless journey. Customers were given a virtual rewards balance and allowed to pre-select their preferred vouchers. To unlock the reward, they simply had to validate their card via a ₹2 "penny drop" transaction, BIN-locked to the dormant card. This instant, easy step not only reactivated the card per RBI compliance, but also gave customers immediate gratification. Post-redemption, Edenred promoted additional vouchers and product options, driving further engagement and card spends.
At Edenred India, we blend innovation, trust, and impact to help organizations unlock value—one reward, one transaction, and one relationship at a time
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