Law & Kenneth Mumbai scooped the account after a pitch against Ogilvy & Mather and Mudra and Lowe, according to reports. Media has already been awarded to MindShare.
I-mint has signed up brands including Indian Airlines, ICICI Bank, the online travel service MakeMyTrip.com, telecoms company Bharti Airtel and the oil company HPCL. It is being launched in Mumbai, Delhi, Bangalore and Hyderabad now, and will be available in 20 cities over the next 12 months.
It is backed by ICICI Venture, which has set up the company Loyalty Solutions and Research to run the scheme.
The largest scheme of its kind in India, i-mint has been designed as a national programme with acceptance across cities, across products and services and across various payment modes such as cash, credit and debit transactions.
Vijay Bobba, CEO of Loyalty Solutions & Research, said: "Coalition loyalty programs have been a success in other parts of the world. With i-mint, we intend to start a revolution in India. We have taken into account all the needs and aspirations of an Indian consumer and have created a quality product to suit all lifestyles."
Law & Kenneth was founded in 2005 by Andy Law, who also founded St Luke's, and the ex-CEO of Publicis India, Praveen Kenneth.
Last month, Law announced he was launching his third ad agency brand in two years. He claims that his new agency, The Law Firm, will be a global network of independent agencies, which will operate in 24 markets.
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