JPMH will deliver tailored social media activities to develop brand affinity between consumers and Tata's brands, which include Good Earth tea and Eight O'Clock coffee.
Tata's UK agencies Starcom MediaVest Group and Dare are unaffected by JPMH's appointment, and Starcom MediaVest will continue to be involved in UK social media campaigns.
Shaun Wynne-Jones, the Tata social media manager, said: "JPMH demonstrated a consistent approach to delivering campaigns based on insight, research and evaluation, making it the clear choice as our social media partner."
Nik Myers, the managing director at JPMH, said: "A structured, international approach to social media planning will help establish best practice and consistency across markets, placing the channel at the heart of global brand-building."
This article was first published on campaignlive.co.uk