Ekaagra, the master franchise partner for The Coffee Bean & Tea Leaf (CBTL) in India, has appointed popkorn as its Creative Agency of Record following a competitive multi-agency pitch. Under the mandate, the agency has led local creative strategy, creative development, and integrated campaigns for CBTL India, focusing on strengthening the brand’s relevance in the evolving café market.
The partnership has focused on building a locally resonant narrative aligned with how Indian consumers engage with café spaces across work, social, and everyday occasions. The collaboration has aimed to deepen CBTL’s connection with audiences by leveraging its dual offering of coffee and tea.
popkorn has worked closely with Ekaagra and the CBTL India team to drive consistent storytelling, enhance in-store and digital experiences, and improve consumer engagement.
Ranjit Talwar, Commercial Director, The Coffee Bean & Tea Leaf India: “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): “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: “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.”
