Bank Alfalah wanted to present this card as a lifestyle card specifically for individuals classified as “Young at Heart”. They wanted to re-brand the card with its new name and card design. Card is targeted towards aspiring affluent, young executives with high disposable income. Target market is young at heart individuals belonging to generation with full positive and vibrant attitude towards life. They prefer re-creational, leisure, tech-savvy, higher value for money and finer things in life. They are full of life, adventurous, tech geeks, social buffs, emotionally charged, family oriented and fun loving.