Star to launch credit card with ANZ
anz.com
startv.com
03/17/00
Anjan Mitra in New Delhi
ANZ Grindlays Bank and Star TV have decided to tie up for a branded credit card in India.
?The Star and ANZ-branded credit card is likely to be launched soon. The two parties are close to signing a deal,? a banking source told Business Standard. ?If everything goes well, the card may be formally launched in April,? the source added.
The branded credit card will be a global one. Both parties are using India as a test case, after which similar services may be extended to other parts of Asia where Star TV has a major presence, according to sources.
The move is part of Star?s strategy to exploit the brand equity it enjoys to expand its market share and mind share. The various marketing avenues being explored include the Internet and rural marketing.
Also, subscribers to the branded credit card stand a chance to be on television, specially the Star channels, depending on the points they score, which will be based on the number of purchases made with the card.
Star stands to gain from such a branding deal, since it will signal its entry into merchandising and also help the company see the strength of its brand equity, banking sources point out.
A media campaign is likely to hit the market towards the end of this month. The campaign is expected to be handled by the advertising agency that takes care of ANZ Grindlays? account.
Under the rural marketing plan, one of the strategies being explored is having franchisees in STD/ISD booths across rural India.
People visiting such booths will have access to Star channels, which will be made easily available with some financial and technical investments from Star India. For this purpose, Star India has also commissioned a rural survey. The findings are expected by this month-end.
Such forays into merchandising are being contemplated by other broadcasters as well. Music channel MTV is also reported to be negotiating with some credit card companies for an MTV-branded credit card.
-BS |
