Tata Starbucks' #MeriSpecialJagah Campaign Celebrates Local Traditions Authentically

Tata Starbucks' Diwali campaign, #MeriSpecialJagah invites Indian families to come together and celebrate one of the country's biggest festivals at Starbucks. Over the past 12 years in India, the brand has continually innovated to meet local tastes and preferences, becoming an integral part of daily life for consumers. This Diwali, Starbucks offers a specially curated range of festive treats, providing a warm and inviting atmosphere that mirrors the spirit of Indian homes during the festival. The #MeriSpecialJagah campaign underscores Starbucks' dedication to honouring Indian traditions, making it the ideal third-place destination for creating new memories and reimagining cherished customs. 

Speaking about the campaign, Mitali Maheshwari, head of product and marketing at Tata Starbucks says, “Starbucks has always been about creating a welcoming space for everyone. We are committed to celebrating local traditions and fostering genuine connections among our customers. What truly brings our campaign idea of #MeriSpecialJagah to life is the resonance of Indians celebrating Diwali at a place that makes them 'feel at home’ (an extension of the third place that the Starbucks stores hold in the consumers’ minds) in the festive avatar. With our beautifully decorated stores, special take-away Diwali cups, limited edition offerings in food and beverage that highlight ingredients and flavours closely associated with the festival, and our curated range of gifting options; we have ensured that every element of what makes Diwali special for our customers is recreated at Starbucks." 

The brand film opens with a relatable scene for Indians on a Diwali evening at home, where a young man, Ninad, and his parents receive news of unexpected relatives coming over for a Diwali get-together. Ninad being a regular at Starbucks gets an idea to propose something the family has not done before – invite guests outside the home this year to give his mother a break from kitchen duties. Initially hesitant, his parents are convinced when Ninad looks confident about being able to deliver the same feeling of home, at a special place. They arrive at a warmly lit and decorated Starbucks, greeted by a friendly barista. As relatives join, they are charmed by the festive ambience and the curated Diwali menu featuring local ingredients like saffron and pista in the beverages paired with Gulab Jamun Trifle, Khubani Barfi bar and White Choco Kaju Nankhatai for dessert. The film closes with the family bonding over festive treats, beautifully capturing the spirit of togetherness and solidifying Starbucks as their special place for Diwali celebrations. 

Commenting on the launch, Ashutosh Munshi, lead advisor-brand marketing & communications at Edelman India, adds, “Starbucks has always been a place where everyone feels welcome, and this Diwali, the brand is doubling down on that promise. Our #MeriSpecialJagah campaign brings to life the magic of the season by celebrating local traditions and sparking authentic connections. At the heart of the 360 integrated campaign, are limited-edition Diwali offerings - thoughtfully crafted to resonate with the festival’s warmth and joy. From stores adorned in festive splendour to food and beverages infused with festive flavour, every detail is designed to make Starbucks a special destination to share the spirit of Diwali with loved ones.”