Twinings Tea India is on the lookout for a new creative partner and has called a pitch for the same, according to senior industry sources. The account size could not be ascertained at the time of filing this report, but sources have confirmed it to be sizeable.
The selection process is currently underway and the first round of presentations has already taken place, which saw a few mainline agencies based out of Delhi participating in the pitch.
Sources close to exchange4media have also informed that the brief to the agencies was to re-position the brand in the Indian market and promote it countrywide in the most effective manner.
With some well-known and established names such as Tata Tea, Red Label, Taj Mahal, and so on, already in the market, Twinings has a daunting task to attract a niche customer base.
For the record, the tea brand had called for a creative pitch for the first time in 2004 and seven years later, it is once again on the hunt for a creative agency. TBWA\ India is the incumbent agency on board for the company.
Twinings of London was established by Thomas Twining, who started to sell tea to London society in 1706. In 1964, British brand Twinings was acquired by Associated British Foods. In its 300 years of existence, the tea brand has developed 200 tea flavours and caters to more than 100 countries throughout the world.