MUMBAI, India — Tata Starbucks launched its latest campaign #ItStartsWithYourName, aimed at promoting trans inclusivity. The campaign’s brand film features an elderly couple waiting for their son, who is transgender, to arrive at a Tata Starbucks store. When a nervous young girl approaches the couple and sits next to them, audiences realise that the couple is meeting their transgender daughter for the first time.
The father goes on to place the order for coffee. As Starbucks is known for its practice of writing customers’ names on their cups, when the father orders coffee for the family, the barista calls out the name Arpita instead of the woman’s dead name Arpit, indicating the father’s acceptance of their daughter for who she is.
To bring authenticity to the storytelling, Tata Starbucks worked with creative talents from the LGBTQIA+ community. The film was directed by Gaurav Gupta and features transgender model and actor Sia as the protagonist.
Speaking about the campaign, Deepa Krishnan, Chief Marketing Officer, Tata Starbucks, said, “Starbucks has always been a warm, welcoming space for its customers where relationships are fostered, and personal connections are celebrated over a cup of coffee. The unique Starbucks experience where everyone feels welcome is what drives our growth. At Starbucks, we are not in the coffee business serving people, but in the people business serving coffee, nurturing the limitless possibilities of human connection every day. With the #ItStartsWithYourName campaign – we hope to further drive the message of being a welcoming, inclusive brand where nothing matters to us more than our customers’ comfort. We understand that our customers enjoy and cherish their individuality and we are always ready to celebrate it with them.”
Further discussing the campaign, Ashutosh Munshi, Lead Advisor, Brand Marketing and Communications, Edelman, said, “#ItStartsWithYourName – campaign brings to the fore the essence of the Tata Starbucks experience, where customers are recognized personally, by their names. This 360-degree, integrated campaign includes a new brand film and a suite of marketing communication assets that highlight Starbucks’ unique ability to create a sense of belonging for its customers while making meaningful relationships.”
In addition to the brand film, the campaign also comprises product films for Picco, Masala Chai, Filter coffee, New Food menu and Milkshakes.
The `Picco` film recognizes the Indian consumers need for a small cup size in beverages and shows the Starbucks barista helping a new customer choose the Picco size as she navigates the best option for her.
The filter coffee film will showcase a mother-daughter duo catching up after a long time, at a Starbucks store. The mother’s delight in meeting her daughter quickly turns into hesitation as she looks at the menu board, feeling confused at multiple choices of coffee options available, ultimately asking her daughter to make the choice for her. Knowing just what will make her happy, the daughter places the order and assures her that she ordered one of her favorites. The Starbucks Barista cheerfully calls out ‘Filter Coffee for my super cool ma’ that leaves her mother smiling, relieved and feeling at home.
The multimedia 360-degree campaign conceptualized by Edelman India will be amplified across Digital, Print, Radio and BTL initiatives.
