Ekaagra, the master franchise partner for The Coffee Bean & Tea Leaf (CBTL) in India, has appointed popkorn as its creative agency on record.

The account was won following a multi-agency pitch.

Under this mandate, the agency will lead local creative strategy, creative development, and integrated campaigns for CBTL India, with a focus on strengthening the brand’s relevance in a rapidly evolving café market. 

popkorn will work closely with Ekaagra and the CBTL India team to drive consistent storytelling, enhance in-store and digital experiences, and build stronger consumer engagement over time.

Ranjit Talwar, commercial director, The Coffee Bean & Tea Leaf India, said, "With over six decades of global legacy, we needed a partner who could think beyond the category. popkorn stood out for how they balanced creative ambition with strategic thinking. We're looking forward to building something our customers genuinely connect with."

Vikram Nagpal, CBO, Ekaagra (CBTL India’s franchise partner), said, "CBTL has real global equity, the challenge is translating that for India in a way that feels both fresh and true. We chose popkorn because they understood that balance. This is a partnership built on shared ambition."

Ranit Mukherjee, senior creative director, popkorn, said, "CBTL already has something a lot of brands spend years trying to manufacture - genuine warmth. We're not here to invent a personality for the brand. We're here to make that warmth louder, more visible, and more relevant to how people live today."