Tata Starbucks has appointed TBWA\Lintas, part of Omnicom Advertising India, as its creative agency of record in India following a multi-agency pitch.
Under the mandate, TBWA\Lintas will oversee the brand’s creative and digital communication, including brand campaigns, social media initiatives, digital activations and consumer engagement programmes.
The partnership comes as Starbucks looks to strengthen its connect with Indian consumers amid the growing café market. With coffee consumption gaining traction beyond metropolitan cities, the category is witnessing increasing adoption across tier 2 and tier 3 markets.
As part of the mandate, the agency will adopt an integrated, media-agnostic approach to strengthen Starbucks’ brand appeal, enhance its cultural relevance and create new consumer engagement opportunities.
India’s café market is projected to reach $1.1 billion by 2034, reflecting the growing popularity of café culture and evolving coffee consumption habits across the country.
