Interactive Avenues, the digital arm of IPG Mediabrands India, has been awarded the e-commerce mandate of tea brand Twinings. The account will be handled by the agency’s Gurugram office.
Twinings is a 300-year-old brand of premium teas and beverages. Interactive Avenues will focus on expanding the brand’s e-commerce sales and driving growth across India’s biggest marketplaces.
The mandate covers strategy, content, media activation, catalogue management and more. The agency will leverage proprietary e-commerce solution Carter to deliver data-driven insights, optimise the brand’s media campaigns and drive profitability, informed an official statement.
“Interactive Avenues has a proven track record of executing successful e-commerce campaigns and delivering significant business results for leading brands. We are confident that their deep digital expertise will help us amplify our online presence and strengthen our reach in India. We look forward to collaborating with their dynamic team,” said Jonathan Ellis, Head of Marketing – India, Twinings.
Shashank Rathore, Vice President – E-commerce, Interactive Avenues, added, “We are delighted to announce our collaboration with Twinings, a household name in India and across the globe. To facilitate their leadership on e-commerce platforms, we will deploy best-in-class strategy frameworks and automation-led tools, with a sharp focus on the end-to-end customer journey. We will also leverage the capabilities of our in-house production studio, Echo, to build visually stunning content for the brand.”
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