American Express has launched special gift card with Diwali theme for its customers. The card happens to be the first of its kind by the card provider.

"We're absolutely delighted as a company to launch the Diwali card for Indian American this year," says Alpesh Chokshi, president, global prepaid business.

"The Asian Network at American Express brought the idea to our team. In fact, they designed the card as well" after a contest, says Chokshi.

These cards are different from other gift cards in the sense that they do not attract any kind of charges after purchase like that for activation, for checking a balance, monthly servicing or card replacement.

The card is accepted at millions of locations in the United States, Puerto Rico and the US Virgin Islands where American Express Cards are accepted.

The funds available in the card do not have an expiry period thus adding to the benefits of the customer.

"You can be confident during Diwali that you are giving 100 percent gift and zero percent fees," says Chokshi.

"When there's very little of your culture it's very hard to succeed, to survive, to integrate with the community. I've seen it all first hand but now, as we've seen the Indian community grow in America and expand over time, to me it's a signature day for the community when a Diwali gift is being introduced," says Chokshi.

The Diwali Gift Card is available in the following rates of $25, $50, $100 and $200 for limited period only. In addition, American Express is offering free standard shipping when customers enter the promo code "Diwali".