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Tag: Tata Starbucks Pvt Ltd

  • To reinforce the brand's connection and sense of inclusivity

    Tata Starbucks launches a new campaign

    By Our Staff

     

    Tata Starbucks today launched a new campaign, #ItStartsWithYourName, with a renewed lens on personal connections and relationships. The multimedia 360-degree campaign conceptualized by Edelman India will be amplified across Digital, Print, Radio and BTL initiatives.

     

    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 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.”

     

    Added Ashutosh Munshi, Lead Advisor, Brand Marketing and Communications, Edelman: “#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.”

     

  • Allows customers to #BrewYourOwnStarbucks

    Tata Starbucks celebrates 10th anniversary

    By Our Staff

     

    Tata Starbucks is observing its 10th anniversary. A campaign has been launched to announce #BrewYourOwnStarbucks. The campaign film highlights Tata Starbucks’ 10-year milestone in India and has been conceptualised and produced by Edelman India in collaboration with The Yellow Umbrella Films.

     

    Talking about the campaign, Deepa Krishnan, Chief Marketing Officer, Tata Starbucks Pvt Ltd said: “At Starbucks, customers are at the centre of everything we do, and it all starts with their names. As we mark our 10th anniversary in India, we want to celebrate all our customers and the hidden barista in them. Our customers are as passionate about coffee as we are and are full of new ideas and creativity. In this unique campaign, customers are invited to share their own bespoke recipes for a Starbucks beverage and stand a chance to get their names and special beverages featured on the Starbucks menu. This unique first of its kind initiative is our way of thanking our customers and giving them an opportunity to be Starbucks Baristas.”

     

  • Targets new customers

    Tata Starbucks rolls out new campaign

    By Our Staff

     

    Tata Starbucks has rolled out a campaign to target new customers. Created by Edelman India, #ItStartsWithYourName, the multimedia, 360-degree campaign has been crafted specifically for customers across the cities of Bengaluru, Gurugram, Indore, and Bhopal to begin with. It is a call out to new customers to come and experience the warmth, personalization and strong sense of connection the brand offers.

     

    Talking about the campaign, Sushant Dash, CEO, Tata Starbucks Pvt Ltd said: “At Tata Starbucks, we believe that meaningful relationships are rooted in thoughtfulness. We see people, not customers. In our stores, it starts with asking customers their names and goes beyond a cup of coffee. We believe in connecting with local audiences by identifying and acting on their specific needs. Through this campaign, we aim to form a closer connect with our customers and make them feel more welcome in our stores. Over the last decade, we have been fortunate to connect with a diverse group of customers in India and look forward to the road ahead as we address a newer set of customers.”

     

    Further discussing the campaign, Ashutosh Munshi, Head of Brand – Edelman Asia Pacific and India added: “Brands today need to be for the people and guided by the people. In creating this campaign, we were inspired by Tata Starbucks’ guiding value of seeing a customer beyond their order by asking for names; thereby taking the first step to know each of us that much better. #ItStartsWithYourName celebrates Tata Starbucks’ service philosophy that fosters genuine connection, while also offering a product range that reflects customer preferences. We have articulated this in a brand film and various creative assets that evoke this sense of belonging that the Starbucks experience stands for.”