American Express partners with NMACC to offer premium cultural experiences to cardholders
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American Express Banking Corp., India has partnered with the Nita Mukesh Ambani Cultural Centre (NMACC) to offer eligible American Express India cardholders curated access and privileges across arts, entertainment and hospitality at the cultural centre.
Under the partnership, American Express will serve as NMACC's Preferred Payments Partner, with eligible card members gaining access to select cultural experiences, including pre-sale and complimentary access to certain productions, exclusive dining benefits and premium services.
The collaboration brings together American Express' focus on premium access and experiences with NMACC's efforts to showcase Indian and international arts and cultural offerings.
Amex expands cardholder experience proposition
The partnership is part of American Express' broader focus on offering differentiated experiences to card members beyond traditional payments and financial services.
Sanjay Khanna, CEO and country manager, American Express India, said the collaboration would give cardholders greater access to India's cultural offerings.
“India has an extraordinary legacy of art, culture and creative expression, and NMACC has created a remarkable platform that celebrates this legacy while bringing audiences closer to exceptional experiences from around the world,” Khanna said.
“At American Express, we are committed to continually elevating the value of Card Membership through experiences that are distinctive and meaningful for our Card Members,” he added.
Through the partnership, eligible cardholders will be able to access select productions and cultural experiences at NMACC, supported by privileges and services linked to their American Express membership.
NMACC looks to deepen global cultural exchange
Devendra Bharma, CEO of Jio World Centre, said the partnership aligns with NMACC's objective of showcasing Indian culture internationally while bringing global artistic experiences to India.
“At Nita Mukesh Ambani Cultural Centre, our vision is to showcase the best of India to the world and bring the best of the world to India,” Bharma said.
“A shared belief in the power of culture to connect people, makes this partnership a natural one, creating new opportunities to celebrate India's rich artistic heritage, while fostering a greater collaborative exchange between India and the world,” he added.
NMACC offers arts, entertainment and dining
NMACC is a multidisciplinary arts and cultural venue located at Jio World Centre in Mumbai's Bandra Kurla Complex. It houses three performing arts spaces — the 2,000-seat Grand Theatre, 198-seat Studio Theatre and 80-seat Cube — along with the four-storey Art House for visual arts exhibitions.
The centre also offers curated culinary experiences through the NMACC Arts Cafe, NMACC Theatre Cafe and The Bar, complementing its performing and visual arts programmes.
American Express said the partnership will provide eligible cardholders with more ways to discover and access select arts and cultural experiences at NMACC, reinforcing its focus on differentiated access and membership-led experiences.