TBWA\Lintas, part of Omnicom Advertising India, has been awarded the integrated creative mandate for Starbucks India, following a multi-agency pitch. 

As part of the mandate, the agency will drive the brand’s creative and digital communication, spanning brand campaigns, social media and digital activations, and consumer participation. 

The agency's aim is to bring fresh thinking and ideas to keep the desirability of the brand on top amongst the growing coffee consumer base in India. 

Mitali Maheshwari, who was recently elevated as director - marketing and product development, said, “Over the past 14 years, Starbucks has played a meaningful role in shaping India’s coffee culture, building on a global legacy that began in 1971. As our consumer base continues to grow, we see an exciting opportunity to deepen that connection through locally relevant, digital and experiential storytelling. With TBWA\Lintas, we look forward to bringing fresh creative thinking that resonates with young consumers, coffee lovers and those discovering coffee for the first time, while continuing to build brand love, one person, one cup and one neighbourhood at a time.”

Russell Barrett, chief creative experience officer, TBWA\Lintas, added, “The most exciting brands today don’t just show up in culture. They give people something to do with them. Starbucks already has an extraordinary place in people’s lives. Our opportunity is to take that relationship somewhere new, especially with a generation that doesn’t just consume culture; it creates it. We want to build ideas that travel beyond the cup, spark conversations, invite participation and make Starbucks an even more vibrant part of contemporary India.”