Starbucks receives bouquets and brickbats for its trans-inclusive campaign

Ad Campaigns
May 12, 2023 /
Neha Kalra

Starbucks receives bouquets and brickbats for its trans-inclusive campaign

A lot of viewers feel that the film is provocative, while others appreciate its vocalist outlook.

Mumbai:  The internet has gone into a tizzy with regard to the launch of the recent campaign by TATA Starbucks India - #ItStartsWithYourName. The campaign has been receiving rave reviews, and negative ones too.

The brand film which is conceptualized by Edelman, opens with an elderly couple at a TATA Starbucks store, waiting for their son Arpit to arrive, with his father seemingly upset and the mother urging the father to remain composed. In the frame after, a nervous young girl approaches the couple and sits next to them. It is only then that audience realises that the couple is meeting their transgender daughter for the first time. Cutting through the awkward tension between them, the father goes on to place the order for coffee. As the situation becomes awkward, the family hears the familiar voice of the Starbucks barista calling out ‘Three cold coffees for Arpita.’ She is pleasantly surprised on realising her father’s acceptance and they all tear up as the family reunites. 

Like many other brands that have been on this trail of showing solidarity towards the community by being trans-inclusive, this attempt by TATA Starbucks India too has backfired. And when you look closely, this ad seems to be on the lines of its UK counterpart in which the protagonist chooses to go beyond the birth name, and how Starbucks helps to bring forth the true identity.

It is to be noted that directly affecting the LGBTQ movement in the country, there is an ongoing case in the Supreme Court seeking validity and legal recognition of same-sex marriage.  The Supreme Court’s five-judge bench, headed by Chief Justice DY Chandrachud, is hearing arguments on a batch of pleas seeking legal sanction on the same.

In a press release, TATA Starbucks Pvt Ltd chief marketing officer Deepa Krishnan 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.”

Also, Edelman lead advisor - brand marketing and communications Ashutosh Munshi said, “#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.”

A lot of viewers feel that the film is provocative and takes a woke stance. Politicising coffee is not what consumers are looking forward to. However, there are many who feel that the campaign touches the right chord, is real, and subject sensitive.

 

 

 

 

 

 

 

 

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