American Express’s Diwali offer has long been one of the most anticipated promotions in the credit card industry, and while last year’s edition felt a little lackluster, this year’s campaign has been revamped and now operates as a targeted promotion.
Previously the same offer applied to all cardmembers. This year American Express has used cardholder spending patterns and artificial intelligence to create three distinct offer tiers for eligible members. Below is a clear summary of the Amex Diwali Sparkles promotion for 2018 and what cardholders should expect.
American Express India – Diwali Offer 2018
Amex 2018 Diwali Offer Details
- Offer period: 10th Oct to 30th Nov, 2018
- Offer #1: Spend Rs. 90,000 to receive a Rs. 3,000 Paytm movie voucher (approx. 3.3% value)
- Offer #2: Spend Rs. 1,90,000 to receive a Rs. 10,000 Tanishq gold voucher (approx. 5.3% value)
- Offer #3: Spend Rs. 4,75,000 to receive a Rs. 25,000 Tanishq gold voucher (approx. 5.3% value)
- The promotion is applicable only to select American Express cardmembers. A cardmember is eligible only if they have received an offer communication directly from American Express through one of its channels.
- Each eligible cardmember can receive a maximum of one voucher under the offer. If a cardmember holds and enrolls multiple eligible American Express® cards, only one voucher will be issued in total.
- Spends on supplementary card(s) will be aggregated under the primary/basic card; supplementary cards do not need separate enrollment.
- Excluded cards: Centurion, Platinum charge cards, Jet and co-branded cards, and corporate cards are not eligible for this offer.
- Excluded spend types: There are no category-based exclusions this year, which is an improvement compared with the 2017 promotion.
- Fulfillment: Vouchers will be delivered on 28th Feb 2019 and will expire one month after issuance.
- To enroll: Check your email for Amex communication or call customer care to confirm and enroll if required.
It appears American Express is focusing its highest rewards on cardmembers who have been most loyal and active. Those with higher historical spend levels are more likely to receive the #3 tier, while infrequent spenders may receive lower-tier offers. This targeted approach makes sense from a business perspective and helps prevent customers from trying to game the promotion across multiple premium cards.
On the downside, cardholders who delayed spending to take advantage of the Diwali promotion may be disappointed if they did not receive a higher-tier offer. The exclusion of Platinum charge and Centurion cards is notable — those premium cardholders might receive a different offer or a separate promotion, although American Express customer care may not have a definitive update.
A positive change this year is the extended earning window: cardmembers have nearly two months to meet the target spend, rather than the usual one month. The absence of spend-category restrictions also makes it easier to hit the required thresholds.
Personal note: I received Offer #3
In my case, American Express sent the #3 offer on my Platinum Travel card. I’m pleased to see that consistent card use is recognized. If you haven’t received a communication or if you hold multiple cards, call American Express customer care and ask them to verify the specific offer applied to your card.
Bottom line
Overall, cardmembers can save up to about 5.3% on spends under offers #2 and #3, in addition to earning the usual reward points on their transactions. While the reward rates are similar to the 2017 Diwali promotion, the voucher value has increased this year—most notably the Rs. 25,000 voucher for top-tier cardmembers.
Those who received the Paytm movie voucher tier may hope that American Express takes feedback into account and improves future promotions for greater consistency and value.
If you do not yet hold an American Express card and are interested in one, consider the benefits of applying. Many cards offer welcome points and other perks; check the card issuer’s current offers and rewards structure before applying.
- Amex Platinum Reserve
- Amex Platinum Travel
- Amex Gold Charge
- Amex MRCC
American Express evolves its Diwali promotions each year, and the 2018 program delivers mixed feelings for cardholders. If you received an offer, consider how it aligns with your typical spending pattern and whether it makes sense to pursue the target spend within the promotional window.
Update: eVouchers delivered on 28th Feb 2019.