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Starbucks India Appoints TBWA\Lintas As Creative Agency Of Record

Ad Tribe! Bureau1 min read
Starbucks and TBWA\Lintas logos side by side, for the creative agency of record mandate won after a multi-agency pitch

Starbucks India has appointed TBWA\Lintas as its creative agency of record, following a multi-agency pitch. The agency, part of Omnicom Advertising India, takes on the brand's integrated creative mandate, covering brand campaigns, social media, digital activations and consumer participation.

  • Client: Starbucks India

  • Agency: TBWA\Lintas, part of Omnicom Advertising India

  • Scope: Brand campaigns, social, digital activations and consumer participation

  • Route: Multi-agency pitch

What Starbucks India Wants

The stated job is to "re-mystify" Starbucks and rebuild its cultural magnetism, in the words of the announcement. The agency will bring what it calls integrated, media-agnostic thinking, with the aim of keeping the brand desirable among India's growing base of coffee drinkers and giving them new reasons to make it part of everyday life.

The announcement says India's cafe market is projected to reach USD 1.1 billion by 2034, as coffee culture spreads from the metros to tier 2 and tier 3 cities. It does not name the source of that estimate.

What The Brand Said

Mitali Maheshwari, who leads product and marketing at Tata Starbucks, said Starbucks has helped shape India's coffee culture over the past 14 years. She said the opportunity now is to deepen that connection through locally relevant, digital and experiential storytelling, and that the agency's work should speak to young consumers, coffee lovers and people discovering coffee for the first time.

What TBWA\Lintas Said

Russell Barrett, chief creative experience officer, TBWA\Lintas, said the most exciting brands give people something to do with them. He said the agency wants ideas that "travel beyond the cup", particularly for a generation that creates culture as well as consuming it.

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#account wins#omnicom advertising india#starbucks#tata starbucks#tbwa lintas
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