Starbucks India highlights everyday coffee rituals with ‘Take a Blonde Turn’ campaign

Starbucks India has launched a new campaign titled ‘Take a Blonde Turn’, focusing on the theme of customisation and everyday coffee rituals. The initiative aligns with the brand’s ongoing approach to offering more personalised beverage experiences for customers.

Set in a Starbucks store, the campaign film follows a customer ordering a Blonde Almond Flat White, showcasing the preparation process -  from grinding beans to pulling a double espresso shot and adding almond milk. The visuals shift to other scenes within the café, including groups of friends enjoying limited-time offerings such as the Date Cortado and Pecan Iced Shaken Espresso. The campaign highlights Starbucks’ range of beverage options and the ability for customers to tailor drinks to their preferences.

Commenting on the campaign, Mitali Maheshwari, head of product and marketing at TATA Starbucks, said: “‘Take a Blonde Turn’ reflects a shift in coffee preferences, with more individuals seeking personalised and approachable options. The Blonde Espresso Roast offers a lighter flavour profile, and the campaign reinforces our intent to make customisation accessible and part of the regular experience.”

The campaign is part of Starbucks India’s broader strategy to adapt to changing consumer tastes by providing greater flexibility in beverage selection.