Starbucks India has appointed TBWA\Lintas, part of Omnicom Advertising India, as its creative agency of record following a multi-agency pitch. The mandate covers the brand’s advertising and digital communication, spanning brand campaigns, social media, digital activations and consumer participation.
The appointment comes as India’s café market continues to expand beyond major metros into tier 2 and tier 3 cities. TBWA\Lintas will handle all creative communication for Starbucks India across these areas.
Mitali Maheshwari, head of Product and Marketing, TATA Starbucks, said that over the past 14 years the brand has played a meaningful role in shaping India’s coffee culture. As the consumer base grows, she sees an opportunity to deepen that connection through locally relevant, digital and experiential storytelling. She added that the partnership will bring fresh creative thinking for young consumers, coffee lovers and first-time coffee drinkers, building brand love one person, one cup and one neighbourhood at a time.
Russell Barrett, chief creative experience officer, TBWA\Lintas, said the most exciting brands today do not just show up in culture but give people something to do with it. He noted that Starbucks already holds an extraordinary place in people’s lives, and the opportunity is to take that relationship somewhere new, especially with a generation that creates culture. The aim is to build ideas that travel beyond the cup and make Starbucks an even more vibrant part of contemporary India.
