Tata Starbucks rolls out their latest campaign #ItStartsWithYourName

Tata Starbucks has announced the launch of #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 callout to all new customers to come and experience the warmth, personalization and strong sense of connection the brand offers.

As a people-first brand, Starbucks sees all its customers as people. It is celebrated for warmly greeting its customers by their name and making each interaction personal. Created by Edelman India, #ItStartsWithYourName campaign taps into the insight of, if you know a person`s name, more so his/her ‘special’ name or name they were given by friends, relatives etc. you become closer to them. You break barriers and make them feel at home.

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.

Tata Starbucks also announced an exciting array of launches as a part of its strategy to drive growth and acquire new customers. The pilot will see the introduction of the New `Picco` size for beverages, delicious South Indian Filter Coffee, a range of exciting Signature Milkshakes, Masala Chai, Cardamom Chai and a completely revamped food menu featuring Bite-sized snacks, shareable food and a range of freshly assembled sandwiches. The brand will also be unveiling a range of exciting price points through this launch.

Each of these launches is supported by a short film that connects the new innovations to a sweet personal moment of connection and warmth. These short films will go live in a staggered manner over the next fortnight.

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 said, “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.”

AGENCY CREDITS:

Creative Agency: Edelman India

Edelman Lead – TATA Starbucks: Ashutosh Munshi

Chief Creative Officer: Tim Green

Strategy Leads: Huw Gildon, Divya Sharma

Creative Team: Manoj Bhavnani, Saurabh Kulkarni, Abhijeet Lahiri, Richa Kumar, Jeremy Kuruthukulangara