The Mumbai-based communications agency will create ‘innovative and impactful campaigns’ to grow Dunkin’s brand awareness among India’s younger coffee consumers
Dunkin’ currently operates 21 stores across India | Photo credit: Glenov Brankovic
Dunkin’ India has appointed Mumbai-based communications firm L&K Saatchi & Saatchi to overhaul its branding and advertising strategy as the US coffee chain seeks a greater share of India’s burgeoning coffee market.
The coffee chain, operated in India by Jubilant FoodWorks Limited (JFL), has awarded the ‘integrated creative and digital mandate’ to boost its online and offline presence across the country.
The partnership will see L&K Saatchi & Saatchi provide ‘innovative and impactful campaigns’, with a focus on overseeing Dunkin's social media and digital content strategy.
“As we embark on this sweet journey with Dunkin', we are eager to craft a delicious narrative that lives up to their legacy. I am confident that the team will do a stunning job of sprinkling some Saatchi magic on Dunkin’s already-perky brand,” said Paritosh Srivastava, CEO, L&K Saatchi & Saatchi.
The move marks another step in Dunkin’s bid to attract younger consumers in India and highlight the renewed focus on coffee across its 21 stores in the country.
In November 2022, JFL debuted its new store design and revamped coffee menu, including a range of cold espresso beverages, which it said would cater to growing demand for high-quality café experiences.
JFL, which opened India’s first Dunkin’ outlet in April 2012, closed 11 underperforming Dunkin’ stores in its last financial year as part of the strategy, and opened four new ‘coffee-first’ sites.
“I am absolutely thrilled about the incredible opportunity to collaborate with L&K Saatchi & Saatchi. Their reputation for innovative and impactful campaigns resonates with Dunkin’s core values of positivity and fun. The prospect of combining our creative energies and expertise fills me with anticipation for the remarkable and memorable projects that we will undoubtedly create together,” said Chitrank Goel, Business Head Dunkin’, JFL.
Established in 2002 after being acquired by French communications giant Publicis Groupe, L&K Saatchi & Saatchi currently has four offices across India. Premium confectionary brand Ferrero Rocher and international hygiene brands Nivea and Head & Shoulder are among the agency’s clients.