Tata Starbucks Pvt. Ltd. recently launched a new campaign called “#ItStartsWithYourName” with a renewed focus on personal connections and relationships. The campaign aims to reinforce the brand’s connection and sense of inclusivity.
Name of the campaign: #ItStartsWithYourName
Launch date: May 11, 2023
Campaign goal: To promote inclusivity and acceptance of the LGBTQIA+ community in India
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The “#ItStartsWithYourName” campaign includes a riveting brand film and communication that aims to further the company’s positioning as being people-first and creating cherished interpersonal interactions. The campaign brings alive how each experience at Tata Starbucks is inclusive and feels like a homecoming.
The Brand Film
The brand film opens to an elderly couple at a Tata Starbucks store, waiting for their son Arpit to arrive, with his father seemingly upset and the mother urging the father to remain composed. In the next frame, a nervous young girl approaches the couple and sits next to them. It is only then that audiences realize that the couple is meeting their transgender daughter for the first time.
Cutting through the awkward tension between them, the father goes on to place an order for coffee. As the situation becomes awkward, the family hears the familiar voice of the Starbucks barista calling out “Three cold coffees for Arpita.” She is pleasantly surprised on realizing her father’s acceptance, and they all tear up as the family reunites.
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 at Tata Starbucks Pvt. Ltd., 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.”
Ashutosh Munshi, Lead Advisor for Brand Marketing and Communications at Edelman, further discussed the campaign by saying, “#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.”
1. What is Tata Starbucks’ “#ItStartsWithYourName” campaign?
It is a new campaign launched by Tata Starbucks Pvt. Ltd., with a renewed focus on personal connections and relationships.
2. What does #ItStartsWithYourName campaign aim to achieve?
The campaign aims to reinforce the brand’s connection and sense of inclusivity.
3. What does the #ItStartsWithYourName film depict?
The brand film depicts an elderly couple meeting their transgender daughter for the first time at a Tata Starbucks store.
4. Who directed the #ItStartsWithYourName campaign?
The campaign was directed by Gaurav Gupta.
5. What message does Tata Starbucks want to convey through #ItStartsWithYourName campaign?
Through this campaign, Tata Starbucks wants to convey that it is a welcoming and inclusive brand where nothing matters more than its customers’ comfort.