MAM
Starbucks and Flipkart’s ‘brew-lliant’ Twitter exchange
NEW DELHI: ‘What’s brewing between Starbucks and Flipkart?,’ Twitterati were left wondering as the two brands Twitter handles engaged in a fun, punny back-and-forth this week.
Their conversation revolved around a recent tie-up that makes Starbucks merchandise available on the e-commerce giant’s portal. It started with Starbucks inviting Flipkart to “flip your cart in my direction. I have some stuff I think you'll enjoy!"
Flipkart responded enthusiastically in a manner befitting its credentials as an online shopping platform: "You've e-comm to the right guy! Aisle be right there!"
The repartee continued as Starbucks promised to fill Flipkart with " fa-brew-lousness", to which the platform replied, "Send 'em over, bud. I'll make some room on my shelves for your merchandise."
"Knew I could count on you! You're brew-lliant, mate," gushed the popular coffee-store chain. Clearly, their relationship is "a latte fun" and they share a "mug-nificent friendship."
This witty exchange followed after Tata Starbucks announced last month that its range of signature merchandise would be available on Flipkart. The e-tailer will now deliver Starbucks and coffee brewing equipment from its platform.
The announcement created a buzz among Starbucks lovers, and now this cheeky banter on Twitter has them looking forward to the tie-up even more.
Tata Starbucks CEO Navin Gurnaney had said that the partnership would allow them to "connect with customers in more ways than ever through premium, curated Starbucks merchandise and a convenient experience that reflects the same service and quality that our customers have come to love and expect from us in our stores."
MAM
BKT appoints Infectious Advertising as creative & digital partner
Tyre maker shifts focus to On-Highway segment with new brand narrative in India.
MUMBAI: BKT just rolled out a fresh creative tyre-kick because when your brand wants to hit the highway, you need an agency that can steer the story straight. Balkrishna Industries Limited (BKT), the Mumbai-based multinational tyre manufacturer renowned globally for its Off-Highway Tyres (OHT) in agriculture, mining, construction and infrastructure, has appointed Infectious Advertising as its integrated creative and digital agency for India.
The mandate covers both mainline and digital for BKT’s tyre business in the country, including its established OHT portfolio and the newly launched On-Highway tyre range. Infectious will craft a contemporary brand narrative that translates BKT’s global legacy of performance, quality and reliability into emotional resonance with Indian consumers.
Infectious Advertising co-founder & CEO Nisha Singhania said, “It’s a huge honour to be chosen as a partner as BKT moves into the On-Highway tyre space. This is a pivotal moment for the brand, and we’re thrilled to be chosen as a brand custodian at this inflection point.”
BKT chief marketing officer for India Mahesh Koppad added, “Following a rigorous multi-agency pitch process, we chose a partner that truly understands our ambition to transform BKT from a performance-led brand into a powerful purpose-led consumer brand. As we launch the new brand purpose ‘Elevate Your Drive’, our focus is on building deeper connections with consumers.”
Infectious Advertising co-founder & creative chairman Ramanuj Shastry noted, “We look forward to creating exciting work that helps the brand earn a place in the hearts of Indian consumers. We will use our integrated mainline and digital mandate to build a brand that is rooted in performance yet powered by culture.”
The appointment comes as BKT accelerates its push into the On-Highway segment in India, aiming to blend its international pedigree with local relevance. For a brand built on tough terrain, teaming up with Infectious feels like fitting the perfect tyre for the long Indian highway ahead gripping every turn with style and substance.
