Mumbai: Tata Starbucks has launched its Diwali campaign, #MeriSpecialJagah, inviting Indian families to celebrate the festival at Starbucks. Over 12 years in India, the brand has adapted to local tastes, becoming part of daily life for consumers. This Diwali, Starbucks offers a curated range of festive treats, creating an inviting atmosphere that reflects the spirit of Indian homes during the festival.
Tata Starbucks head of product and marketing Mitali Maheshwari said, “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, 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 features a young man, Ninad, who proposes to invite family friends to Starbucks for a Diwali gathering, giving his mother a break from cooking. Initially hesitant, his parents are convinced when they see Ninad's confidence in replicating the warmth of home at Starbucks. The family arrives at a beautifully decorated Starbucks, welcomed by a friendly barista. As relatives join, they enjoy a festive ambiance and a Diwali menu with local ingredients like saffron and pista, along with desserts like Gulab Jamun Trifle, Khubani Barfi Bar, and White Choco Kaju Nankhatai. The film ends with the family bonding over treats, highlighting Starbucks as their special place for Diwali celebrations.
Edelman India lead advisor-brand marketing & communications Ashutosh Munshi added, “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.”
Edelman India executive creative director Ashish Pathak added, “Our campaign for Diwali found an idea in the truism of unannounced guests, especially during festive seasons. A result of which sees mums in kitchens, missing out on celebrating fully. With Starbucks unique, traditionally flavoured food & beverage innovations for Diwali, it becomes the perfect ‘special place’ for a family to move the tradition of meeting at home to a Starbucks for a truly new, unique and delightful experience. Giving mums a well-deserved break and a celebration for the family to remember.”
This Diwali, Starbucks introduces limited-edition beverages such as the Saffron Pistachio Latte and Saffron Masala Chai. In collaboration with Bombay Sweet Shop, they offer festive treats combining traditional Indian sweets with modern twists. To enhance the gifting experience, Starbucks provides exclusive gift hampers and merchandise, including the festive Bearista Plushie and Iced Latte Candle.
