New Delhi: popkorn has been appointed as the Creative Agency of Record for The Coffee Bean & Tea Leaf India by Ekaagra, the brand’s master franchise partner in the country, following a competitive multi-agency pitch.
Under this mandate, popkorn will lead local creative strategy, creative development, and integrated campaigns for CBTL India. The partnership will focus on strengthening the brand’s relevance in India’s rapidly evolving café market by building a more locally resonant narrative aligned with how consumers engage with café spaces across work, social, and everyday occasions.
With its distinct dual offering of coffee and tea, CBTL aims to deepen its connection with Indian audiences. popkorn will collaborate closely with Ekaagra and the CBTL India team to drive consistent storytelling, enhance both 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, added, “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.”
This appointment underscores CBTL India’s focus on strengthening its brand positioning and consumer connect as competition intensifies in the café and lifestyle segment.
