The card provides a choice of communication in an 'un bank', 'un card' manner - Internet, sms or phone, where you talk to a 'human' (no machines and IVR) through a national toll-free number. It is offered free-for-life. Yes, no annual fee ever.

Group executive director Mike DeNoma said, "We have seen Manhattan cut through the clutter in more mature card markets such as Hong Kong and Singapore. The success of Manhattan is based on the premise that 'one size does not fit all'. India remains a key growth market for our Group and I am delighted to introduce it here today. I am confident that Manhattan will empower the burgeoning aspiring young urban Indian like never before, as it has successfully done in our other core markets."

Regional head, Consumer Banking Vishu Ramachandran said, "The young, urban Indian customer has evolved today and is looking to make choices that suit his lifestyle. With Manhattan we are empowering the customer to decide what he wants. We believe Manhattan will set lifestyle benchmarks and will soon be a way of life as customers demand more flexibility, customisation and their need to be heard."

The launch was held in true 'Manhattan style'. Jaaved Jaaferi, Cyrus Broacha, Raageshwari and Joy Fernandez brought the spontaneity and vibrancy of Manhattan alive through an impromptu act based on lines of the popular sitcom Who's Line is it Anyway?

In keeping with the Manhattan promise - 'You Decide', members of the media were given the option to decide what they wanted the artistes to enact, and that's what the awesome foursome did!

From unconventional seating on a 55-foot stage to an exclusive preview of the advertising campaign, the launch event was a celebration of the Manhattan spirit.

Country manager, South Asia, Visa International Santanu Mukherjee said, "The payment card industry has matured in India. A true reflection of this change is the innovative products being developed to suit the lifecycle needs of customers. Manhattan provides a high level of customisation seen for the first time in India. This extremely attractive card takes the industry to the next level by bringing together two key aspects of product development - innovation and empowerment of the cardholder. Visa is extremely excited to partner in this unique initiative."

The Manhattan experiences will be delivered through various events and activities classified into four experience zones. The customer can choose their experience zone from amongst the four and will be invited to 'exciting' events scheduled through the year.

The card provides choice of lifestyle experiences from travel & adventure, wining & dining, health & fitness and entertainment.