popkorn has been appointed creative agency of record for The Coffee Bean & Tea Leaf India, following a competitive multi-agency pitch.

The mandate comes through Ekaagra, which oversees the brand’s India operations. Under the partnership, popkorn will lead local creative strategy, campaign development, and integrated brand communication efforts aimed at strengthening CBTL’s relevance in India’s fast-evolving café landscape.

The collaboration will focus on building a stronger local narrative that reflects how Indian consumers interact with café spaces – from work meetings and casual social gatherings to everyday coffee rituals.

With its distinct positioning as a brand offering both premium coffee and tea experiences, CBTL is looking to deepen consumer engagement through more culturally resonant storytelling and sharper market relevance.

As part of the mandate, popkorn will work closely with Ekaagra and the CBTL India team to drive consistent brand communication across digital and in-store touchpoints, while also enhancing customer experience through integrated campaigns.

Speaking on the partnership, Ranjit Talwar said the agency stood out for its ability to combine strategic thinking with creative ambition, making it the right fit for the brand’s next phase of growth.

Vikram Nagpal noted that while CBTL carries strong global equity, the challenge lies in adapting that legacy for Indian audiences in a way that feels authentic and contemporary.

Meanwhile, Ranit Mukherjee emphasised that the agency’s role is not to reinvent the brand, but to amplify the warmth and familiarity already embedded in its identity.

The appointment signals CBTL India’s push to strengthen its foothold in the competitive café market through deeper localisation and stronger consumer storytelling.