Loyalty Strategy

‘Points for Good’ Unveils the “#LivePointless” Campaign

Press Release covering Customer Loyalty and related news.
Image by Michael Bußmann from Pixabay

The objective of the campaign is to build a community of impact-driven socially conscious individuals, change makers, who believe in collectively contributing to and supporting social best practices and environmental protection.

Mumbai, July 21st, 2022: ‘Points for Good’, one of India’s only charity platforms that lets you donate your Loyalty Points towards a good cause, has launched a campaign to invite the socially conscious to donate their Loyalty Points and #LivePointless to make a difference. The core proposition to “#LivePointless” is to give donors great satisfaction and joy while they are living up their life and purchasing all that their heart desires, knowing that all the points earned on these spends are going to go towards helping others and doing good.

The campaign includes a series of (digital) ads that celebrate the core values of “Live Pointless” by featuring individuals who have donated their loyalty points and experienced the satisfaction that their loyalty points have sent a child to school, provided a home with drinking water, planted a tree, provided healthcare to an individual, provided livelihood to an artist, in addition to many more causes close to each of our donor’s hearts.

Brian Almeida, Founder, Points for Good, said – “Every one of us has a core social cause that we want to support and hence the platform focuses on aiding a wide range of social causes. Our aim is to make our charity partners become more sustainable by raising the consciousness to give. Loyalty points are often not used and lapse, or are not very relevant to members, donating your loyalty points provides members of loyalty programs the satisfaction of doing their bit to support other’s lives. Today, consumers are more loyal to brands that provide a purpose and meaning through their programs, so this is a win-win. #LivePointless is a celebration of generosity leading up to Daan Utsav”.

Ryan Menezes, Founder and CCO of RMCA – the agency that created the LivePointless campaign – said: “The brief from ‘Points for Good’ was to create a campaign to showcase how donors’ loyalty points are used to change lives for good. We thought we should go a step further and instead of just showing people how their points were utilised, why not ask them to donate all their points and ‘live pointless’? Their stories could inspire others to do the same. We felt even if we got a few generous souls on board, it would be worth it. The response has been fantastic, and we hope the campaign will inspire even more people to add meaning to the lives of the needy (and their own) by joining the LivePointless movement”.

About ‘Points for Good’
‘Points for Good’ (www.pointsforgood.org) is a unique platform designed to help loyalty programs create for their members, an even more rewarding way of redeeming their loyalty points.  

The platform offers members of loyalty programs the highest level of satisfaction by enabling them to redeem their loyalty points to make a donation towards a cause close to their heart like helping a child against malnutrition, educating a girl child, providing clean drinking water, empowering women, protecting the environment, stray animals, and helping increase the resources available for the reputed charities registered on the platform to continue their good work. 

Today ‘Points for Good’ has raised over 50m points, supporting 14 charities, and over 30 projects, empowering over 150m members from 20 plus bank partners- and over 1000 corporate partners to donate their Loyalty and Employee Reward points.  

Bank partners: HDFC, HSBC, Indus, Axis, Yes, RBL, SBI, AU, BOI, BOB, CANARA, Central Bank of India, Dena Bank, IDBI, IOB, KVB, LVB, OBC, PNB Bank, SIB, UCO Bank, Union Bank, Federal Bank

Charity Partners: India Next Program, SNEHA, RMHCI, CInI. The Feline Foundation, India Foundation for the Arts, Amba Dalmia Foundation Trust, The Akanksha Foundation, DevNext Foundation, Vishwanath Cancer Care Foundation, Smile Foundation, CRY, Breakthrough

Loyalty program management Partners:  Edenred, Loyalty Rewardz, Payback
Employee Programs: Advantage Club, BI Worldwide, Xoxoday
Gift card selling platforms: Amazon, WooHoo, Gyftr, Ticketexpress, Qwikcilver

For further information, contact:
Smita Khot | Chief Executive Officer | skhot@strategiccaravan.com

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