The upcoming ICICI Times Black Credit Card is poised to challenge the most premium cards in India, such as the Amex Centurion and Amex Platinum. With an annual fee of ₹20,000 (+ GST) and a rewards program focused on exclusive experiences, it’s targeted at high-net-worth individuals. Let’s explore its features and compare it to other elite credit cards.

Key Features of ICICI Times Black Credit Card

1. Joining and Annual Fee: ₹20,000 + GST each.
2. Fee Waiver: Waived with spends exceeding ₹25 lakh annually.
3. Forex Markup: 1.49%, among the lowest for premium cards.
4. Unique Perks:
   • Times Group Exclusives: Access to events like the ET Startup Awards, Food & Nightlife Awards, and high-profile CXO meetups.
   • Zero Cash Advance and Reward Redemption Charges: A rare benefit for a premium card.
   • Lifestyle Management Services: Concierge support for booking concerts, exclusive dining, and rare purchases​.

Reward Structure

Details are limited, but rumored benefits include:

• Rewards on utility, insurance, and education payments.
• Travel benefits, such as rewards on flights and hotel stays, with redeemable value at ₹1 per reward point.

Cobranding Considerations

Co-branded cards succeed when the partner brand is widely relevant. The Times Group branding offers access to elite media and business events, making the card appealing for:

• Professionals in media, advertising, and entertainment.
• Corporate leaders with a penchant for exclusive networking opportunities.

However, the Times branding may limit its appeal for users outside these circles. For non-media professionals, the card’s success will hinge on the utility and breadth of its rewards program.

Comparison with Amex Platinum and Centurion Cards

1. American Express Platinum Card

How Does ICICI Times Black Compare?

Pros

• Cost Advantage: At ₹20,000, its fee is significantly lower than Amex cards.
• Forex Markup: At 1.49%, it outperforms Amex Platinum’s 3.5%.
• Times Group Benefits: Tailored for professionals in India’s corporate and media sectors.

Cons

• Exclusivity: Lacks the global prestige of the Centurion.
• Reward Program: Limited details, but initial reviews suggest less value compared to Amex’s MR points.
• Global Benefits: Amex cards shine with international travel privileges that the Times Black card might lack.

Where the Times Black Card Falls Short

Despite its premium positioning, the Times Black Card lacks the depth and versatility expected in this segment:

1. Limited Relevance of Rewards

Unlike the Amex Platinum or Centurion, which offer global travel benefits and flexible point redemption options, the Times Black rewards program is centered around Times Group events and niche perks.

• Who It Caters To: Media professionals and enthusiasts might find value in the card’s event access. However, for others, the branding feels restrictive and far removed from everyday needs.
• Reward Limitations: With details yet to emerge fully, early indications suggest rewards tied to utility bills, education, and insurance—hardly categories to inspire a luxury feel​.

2. Status Symbol Over Functionality

The inclusion of flashy perks like helicopter transfers and access to elite CXO meetups positions the card more as a conversation starter than a functional tool.

• Practicality: While these features are impressive for the select few who might use them, they hold little appeal for the average high-spender looking for tangible benefits like free flights, hotel stays, or versatile cashback.
• Comparison: By contrast, cards like the Amex Centurion offer practical advantages, such as personalized travel planning, priority airport services, and premium hotel memberships​

Who Should Choose the Times Black Card?

This card is ideal for:

• Frequent domestic travelers: Who will benefit from the low forex markup and Times Group perks.
• High-spending professionals: Who can take advantage of the annual fee waiver.
• India-focused lifestyle seekers: Looking for access to exclusive events and concierge services.

Is This a Redemption for ICICI?

ICICI Bank has faced criticism for the recent devaluation of its once-competitive cards, such as the Sapphiro and Emeralde. The Times Black Card attempts to recapture lost goodwill but struggles to position itself as a compelling alternative in the ultra-premium market. Its limited appeal beyond the media world could make it hard to gain traction compared to more versatile global cards.

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Conclusion: A Symbol or a Smart Choice?

The ICICI Times Black Credit Card feels like an offering tailored for a niche audience, doubling down on exclusivity over practicality. While its perks may dazzle at first glance, they fall short of delivering the everyday utility and global appeal that cards like Amex Platinum and Centurion masterfully combine.

If you’re intrigued by the glamour of helicopter transfers and Times Group exclusives, it might be worth exploring. But for those seeking tangible, everyday value from their premium credit card, it’s worth considering more versatile options.