TATA Starbucks emphasizes the value of personal connections and inclusivity through its latest campaign, #ItStartsWithYourName. Orchestrated by Edelman India, the campaign puts forth the company’s philosophy of putting people first and cultivating personal bonds in a heartwarming fashion. The goal is to convey that each Starbucks experience is a unique one, fostering a sense of belonging and feeling of homecoming.
The campaign’s emotional brand film presents an older couple in a TATA Starbucks outlet, eagerly awaiting their son Arpit. The ensuing tension as they meet their transgender daughter for the first time is palpable. However, the awkwardness is beautifully cut through when the father orders coffee for the family. The poignant moment of acceptance arrives when the Starbucks barista calls out, ‘Three cold coffees for Arpita.’ This surprise declaration brings tears to everyone’s eyes, symbolizing familial reconciliation.
Deepa Krishnan, Chief Marketing Officer, TATA Starbucks Pvt Ltd, expressed her views on the campaign, stating, “Starbucks aims to be a warm, inviting place where customers can foster relationships and celebrate personal connections over a cup of coffee. Our unique experience, where everyone is welcome, fuels our growth. At Starbucks, we prioritize human connections, serving people over coffee, not the other way around. The #ItStartsWithYourName campaign is a testament to our commitment to inclusivity and customer comfort.”
Ashutosh Munshi, Lead Advisor, Brand Marketing and Communications, Edelman, shed light on the campaign’s core idea, noting, “#ItStartsWithYourName encapsulates the essence of TATA Starbucks’ customer-centric approach, where customers are acknowledged personally, by their names. This extensive, integrated campaign comprises a new brand film and various marketing communication tools, underscoring Starbucks’ unique talent for creating a sense of belonging while fostering meaningful relationships.”
This multi-faceted campaign by Edelman India will be broadcast across Digital, Print, Radio, and BTL initiatives to amplify its reach. Please note that this information is based on an ad by exchange4media.
With the aim of connecting deeper with its audience, TATA Starbucks has pioneered an engaging and inclusive narrative with the #ItStartsWithYourName campaign. The campaign captures the brand’s essence, showcasing its commitment to fostering personal connections and inclusivity.
The campaign’s storyline effectively captures the brand’s commitment to individual recognition, acknowledging and celebrating each customer’s unique identity. This approach is not only refreshing but also resonates with the brand’s mission of creating a space where every customer is valued and feels at home.
