LSRL awards i-mint creative duties to Law & Kenneth

Following a multi-agency pitch, Law & Kenneth, Mumbai, has bagged the creative duties for India’s first national coalition loyalty and consumer rewards programme, i-mint.

i-mint was launched by Loyalty Solutions and Research Ltd (LSRL), an ICICI Venture funded company. Brands such as Airtel, HPCL, ICICI Bank, Indian, Lifestyle and MakeMyTrip.com have already joined i-mint.

i-mint offers the opportunity to earn points from more than one partner on each transaction, giving customers the benefit of redeeming the points real time at select locations.

The pitch, which saw the participation of six-seven agencies, including O&M, Mudra and Lowe, was held early in 2006.

The media duties for i-mint will be handled by Group M’s MindShare. The size of the business is estimated to be over Rs 15 crore.

According to senior executives at LSRL, the communication for i-mint will be very city specific as it is a new concept and is being currently launched only in the four cities of Mumbai, Delhi, Bangalore and Hyderabad.

LSRL plans to extend the programme to 20 more cities across India over the next one year.

LSRL will roll out separate campaigns for the consumers and the community. The first set of campaigns will be to educate consumers about the concept. The second set will be for the community, inviting more brands to join the programme. This is why the company plans to use more direct marketing initially, besides print and outdoor.

Remarking on the win, Anil Nair, chief operating officer, Law & Kenneth Worldwide, says, “We demonstrated our ability to create value addition to a brand from concept development to the final stage well enough. This impressed the client.”

© 2006 agencyfaqs!