Lintas bags Reliance Petro retail account

Lintas IMAG (Integrated Marketing Action Group) has bagged the below-the-line business of Reliance Petroleum's retail division.

The agency will be responsible for strategy as well as activation of direct marketing, promotions, customer relationship management and internet initiatives for Reliance.

Linterland and Lintas Personal, the rural initiatives and direct marketing arms of Lintas IMAG, led this pitch.

Lintas IMAG has been given the mandate to develop and promote the programme that Reliance Petroleum is developing to encourage usage as well as brand loyalty.

Industry sources revealed that the account size was pegged anywhere between Rs 25 crore and Rs 35 crore, which would be spread over 18 months.

The campaign to promote the company's loyalty programme will kick off on June 1.

Ashish Bhasin, director, Lintas IMAG, said, "This pitch has been a perfect example of integration that we have been striving towards for the past few years. In a category driven by promotions and one-to-one interactions, Lintas IMAG is ideally placed to provide a one-stop-shop for all of Reliance Petroleum's needs."

Reliance Petroleum's retail business includes petrol pumps, fleet owners' relationship programme, drivers' relationship programme, fleet services centres, drivers and passengers amenities complexes as well as convenience stores.

Lintas IMAG comprises Lintas Personal, Linterland, Linopion (public relations), Advent (events), dCell (design), Aaren Initiative (outdoor advertising), Lintas Healthcare (healthcare advertising) and Lintertainment (entertainment marketing).