Tata Tea has awarded its digital media duties to 22feet following a multi-agency pitch held in Bengaluru.
Speaking to Campaign India, Vineet Gupta, managing partner, 22feet, said, "Tata Tea extended its brand promise of 'Jaago Re' to 'Soch Badlo', which now needs to be taken forward in the digital space to a larger audience. The digital medium has undergone a sea of change over the past one year, various social media platforms exploding like Pinterest and the growth of Facebook and Twitter in India. One of our key mandate is to engage these wider audiences and create wider acceptance for 'Soch Badlo'.
The agency has already started work on the account. Gupta pointed out that against a campaign-based approach for the medium, sustained initiatives are being rolled out surrounding the brand campaign.