TBWA\Lintas Becomes Creative Agency for Starbucks India

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, including brand campaigns, social media, digital activations and consumer participation initiatives.

The appointment comes as India's café market continues to expand beyond major metropolitan cities into tier-two and tier-three markets. TBWA\Lintas will lead creative communication for Starbucks India across these areas.

Strengthening Consumer Connections

Mitali Maheshwari, Head of Product and Marketing at TATA Starbucks, said the brand has spent the past 14 years contributing to India's coffee culture, building on Starbucks' global legacy that began in 1971.

As its consumer base continues to grow, the company sees an opportunity to strengthen relationships through locally relevant, digital and experiential storytelling.

The partnership aims to develop creative communication that connects with young consumers, coffee enthusiasts and people discovering coffee for the first time.

Bringing Starbucks Closer to Contemporary India

Russell Barrett, Chief Creative Experience Officer at TBWA\Lintas, said the agency aims to create ideas that encourage consumers to actively participate in the brand rather than simply engage with its advertising.

The partnership will focus on developing campaigns that extend beyond the product, encourage conversations and create opportunities for consumer involvement.

Through this collaboration, Starbucks India aims to strengthen its cultural relevance and become a more engaging part of consumers' everyday experiences.