MUMBAI: Tata Global Beverages‘ brand Tata Tea has awarded its digital duties to independent digital solutions provider 22feet Digital Solutions after calling for a multiagency pitch for the same. The agency‘s Bengaluru office will be handling the account.

The agency will be responsible for the creative aspects of the digital campaigns. Madison Media was handling the account since 2005. Lowe Lintas currently handles the mainstream creative duties of the Tata Tea brand.

Confirming the news to indiantelevision.com, 22feet managing partner Vineet Gupta said, "We will be handling the digital duties of the brand. Our focus will be to make the brand‘s presence felt equally across platforms from social media to mobile."

Apart from Tata Tea, 22feet is in charge of providing digital solutions to other brands like Wipro, Kolkata Knight Riders, Lee, Kingfisher, Peter England, Lenovo, Bisleri and Fastrack.