American Express partners with NMACC
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MUMBAI: Every premium card issuer chases the same thing: reasons for cardholders to feel their annual fee was worth it. American Express has just found a particularly glamorous one. The company has signed on as preferred payments partner to the Nita Mukesh Ambani Cultural Centre, the sprawling arts complex inside Mumbai's Jio World Centre that has, in under two years, become the closest thing India has to a cultural landmark with global cachet. The mechanics of the deal are fairly standard premium-card fare, but the venue elevates it considerably. Eligible American Express India card members will get pre-sale and complimentary access to select productions, exclusive dining privileges, premium services and broader engagement with NMACC's cultural programming. None of that is revolutionary as a card benefit category, airlines and hotel chains have run similar playbooks for years, but NMACC is not a conventional venue. It houses a 2,000-seat Grand Theatre, a technologically sophisticated 198-seat Studio Theatre, an intimate 80-seat performance space called the Cube, and a four-storey Art House built to global museum standards. Being first in line for tickets to any of that is a genuinely different proposition from priority boarding. Sanjay Khanna, chief executive and country manager of American Express India, framed the tie-up as continuity rather than novelty, pointing to...
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