i-Mint, the loyalty management solutions provider from ICICI Ventures Group, has decided to get a new agency on board to handle its creative mandate. Law & Kenneth is the incumbent agency. It is believe that the company has invited a few agencies for presentations, including the incumbent.
There were no official confirmation at the time of filing the report, but sources close to the development have confirmed the pitch call. The ad spend be could not be ascertained at the time of filing the report.
It may be recalled that in June 2010, ICICI Ventures had sold 80 per cent of its stake when i-Mint was to venture into a business capital firm Peepul Capital and Payback Loyalty Partner, which is Germany’s largest provider for loyalty management solutions.
Post the sale, ICICI Ventures now holds 10 per cent, Peepul Capital holds 29 per cent, while Payback Loyalty Partner holds 57 per cent in i-Mint.
i-Mint, which has a customer base of 1,500 companies in India, such as ICICI Bank, HPCL, Air India and MakeMyTrip.com, also expects to expand its base globally by bringing in more international and national brands.
i-Mint is a rewards programme that lets one earn points for the things one does daily, like refuelling, using a mobile phone, traveling, shopping, eating out or watching movies. The points can be redeemed against an extensive reward catalogue with a variety of gifts or vouchers.