Yes, targeted. And for once, they've made that explicitly clear in the T&C's -
https://offers.smartbuy.hdfcbank.com..._details/14173 :
Offer valid only for select set of customers who have got SMS or email from HDFC Bank with regards to Get upto 20000 Rewards points communication in form of an SMS or Email.
Only select customers receiving the offer are eligible for getting these additional Rewards points on transacting in the categories Education, Healthcare, Automobile and HDFC Bank Forex Cards sourced only through HDFC Bank branches through the Smart Hub Channel.
This Offer is made available to the Customer/s selected at the discretion of HDFC Bank.