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Resources  •  Case Studies

Catalyzing Credit Card Re-activations with Micro-Spend Rewards

A leading private bank used Edenred’s Customer Loyalty Solution to comply with RBI dormancy norms, increase card reactivations through a ₹2 spend trigger, and drive meaningful customer engagement through instant rewards.
Person wearing gloves and holding credit card in their hands, with their wallet in the background. Thinking about how to activate the credit card.

Brief Introduction to the company

What’s this company all about, and how exactly did they use Edenred?

Banking

Industry

₹50,000 Crores+

Company Turnover

Customer Loyalty Solution

Product Used

1 Million+ Customers

Size of the program
Banking and credit cards logo black
A leading private bank used Edenred’s Customer Loyalty Solution to comply with RBI dormancy norms, increase card reactivations through a ₹2 spend trigger, and drive meaningful customer engagement through instant rewards.

About The Company

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.

The Challenge

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.

The Solution

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.

With Edenred’s platform, we transformed our reactivation campaigns from static emailers to interactive, high-conversion journeys. Customers responded quickly and positively to instant gratification. The card reactivation rate has never been higher.
Product Manager, Classic Credit Cards, Leading Private Bank
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Impact Created

Key stats from the program and how Edenred impacted this organisation.

35%

Increase in card activations over previous quarter

4X

Growth in spend transactions post re-activation

25%

Uplift in overall customer engagement rate

100K+

Vouchers redeemed within the first month of campaign launch

Why choose Edenred?

At Edenred India, we blend innovation, trust, and impact to help organizations unlock value—one reward, one transaction, and one relationship at a time

25yrs

Experience in India

Deep expertise built on decades of local market understanding and trust.

5000+

Corporate Clients

Partner of choice for leading enterprises across sectors.

25,000+

Reward Redemption SKUs

Unmatched choice across brands, categories, and experiences.

PAN India

Merchant Network

Seamless reward access across thousands of towns and cities. And many more via digital means.

Connecting people globally since 1962

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6Crore+
users
10L+
corporate clients
20L+
partner merchants
~€45bn
in business volume

Explore how Edenred can work for you?

Let’s speak about how Edenred can help design and power a rewards solution for your employees, customers or channel partners today.
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