It's significant that the affinity card is global in nature and can be used all over the world. Also, with this, Stanchart has become the first credit card issuer to have joined hands with HelpAge.

It's going to work something like this. 0.25 per cent of all spends incurred on the card would be contributed to HelpAge India for developmental work. And a certain percentage of annual fee and interest would also go to HelpAge, depending upon whether the card is classic, executive or gold.According to S S Sandhu, director-general of HelpAge India, plastic money could now acquire an added meaning. And that it could mean dignity and independence for the less privileged senior citizens who have to work hard for theirliving. Giving figures, he said, nearly 80 per cent of the 70 million senior citizens of the country fall in this category. Of that, about 40 per cent live below the poverty line, and another 40 per cent live marginally over it.

In the given circumstances, the affinity card should work wonders. The Stanchart contributions will support the numerous projects of HelpAge-old age homes, day centres, income generation schemes for the old, healthcare, emotional security. But there's something for everyone involved in this. For HelpAge, the card means resources to fund its projects; for the elderly, it means better life; for Stanchart, it's responsible association; and for customers, certain benefits and the feeling of doing good.

Talking about what the bank sees in its venture with HelpAge, Martin Fish, chief executive, Stanchart, says that HelpAge is an enormously reputable concern, and exposure to a big name like that in India means a lot to Stanchart. Plus, there's a good cause involved in it-helping theneedy. ``With the limited resources of Stanchart, we're trying to work for a cause,'' says Fish.

``For us, it's an association with a good name. And for the customers, it's an easy way of donation,'' explains Fish. They don't even have to bother about writing a cheque, he adds.

Talking about customer benefits, there are other things too to tempt them to opt for a Stanchart-HelpAge Affinity Card. For instance, a card holder can now save 3.5 per cent on the basic fare for domestic travel, and 6.5 per cent on the basic fare for international travel, on air ticket bookings through the card. Also, customers can avail of the facility of low-interest EMI billing option for a lot of high value purchases on the card.

And the cost to the customer: Rs 800 for the classic affinity card, Rs 1,200 for the executive affinity card; and Rs 2,100 for gold affinity card. There will be a special waiver on the entrance fee.

And what about informing the customer about the card? Says Fish, ``We have a very long mailinglist, and we'll use it for the purpose of making people aware about the affinity card and how it will help the elderly people of the country.'' Apart from that, Stanchart will rely on press coverage, and of course HelpAge to spread the word around.

It's a positive corporate initiative in an area which usually goes unnoticed. But as Fish says, only a certain proportion of the bank's profit can go into such social causes. Which means that only a better profit can prompt Stanchart or any other business house for that matter to contribute more towards social causes. As of now, says Fish, ``We are working much more in these areas in other places like Hongkong and Singapore because our profits there are muh higher.''