Tata Starbucks Calls-out Customers To Experience Warmth

Tata Starbucks has launched #ItStartsWithYourName, a multimedia, 360-degree campaign that has been crafted specifically for customers across the cities of Bengaluru, Gurgaon, Indore, and Bhopal to begin with.

The campaign is a call-out to all new customers to come and experience the warmth, personalisation and strong sense of connection the brand offers.

The campaign celebrates this simple gesture, which welcomes each person walking into any Starbucks store across the country and makes the brand more inclusive.

The film starts off with two working women making their way to a Starbucks store, one hesitant and homesick as she misses her mother in a new city. To cheer her up, her colleague shares her nickname with the Barista, which leads to him calling out her order by a name that brings a smile to her face. The film showcases the small, but significant personal touches that spark joy and a sense of belonging – experienced at every Tata Starbucks store.

Talking about the campaign, Sushant Dash, CEO, Tata Starbucks 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 connection 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 adds, “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.”