The campaign is a callout to all new customers to come and experience the warmth, personalisation and strong sense of connection the brand offers.
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 showcases the small, but significant personal touches that spark joy and a sense of belonging – experienced at every Tata Starbucks store.
All films celebrate the special relationships customers have and the sweet moments in their lives.
Sushant Dash, CEO, Tata Starbucks, 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.”
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.”
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
Film Department: Supriyo Sen Sharma, Metseli Thurr
Account Management: Nikita Tambay, Cynara Pinto
Production House: Running Cow Films
Director: Anushka Shivdasani Rovshen
Producer: Trupti Kataria