Edelman India has created TATA Starbucks’ 2024 Diwali campaign, #MeriSpecialJagah (“my special place”), which is inviting Indian families to come together and celebrate one of the country’s biggest festivals at Starbucks.
Over the past 12 years in India, the brand has continually innovated to meet local tastes and preferences, becoming an integral part of daily life for consumers. This Diwali, Starbucks offers a specially curated range of festive treats, providing a warm and inviting atmosphere that mirrors the spirit of Indian homes during the festival. The #MeriSpecialJagah campaign underscores Starbucks dedication to honoring Indian traditions, making it the ideal third-place destination for creating new memories and reimagining cherished customs.
Mitali Maheshwari, Head of Product and Marketing at TATA Starbucks, 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 the consumer’s 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 opens with a relatable scene for Indians on a Diwali evening at home, where a young man, Ninad, and his parents receive news of unexpected relatives coming over for a Diwali get-together. And Ninad being a regular at Starbucks gets an idea to propose something the family has not done before – invite guests outside home this year to give his mother a break from kitchen duties. Initially hesitant, his parents are convinced when Ninad looks confident about being able to deliver the same feeling of home, at a special place. They arrive at a warmly lit and decorated Starbucks, greeted by a friendly barista. As relatives join, they are charmed by the festive ambiance and the curated Diwali menu featuring local ingredients like saffron and pista in the beverages paired with Gulab Jamun Trifle, Khubani Barfi bar and White Choco Kaju Nankhatai for dessert. The film closes with the family bonding over festive treats, beautifully capturing the spirit of togetherness and solidifying Starbucks as their special place for Diwali celebrations.
Ashutosh Munshi, Lead Advisor-Brand Marketing & Communications at Edelman India, 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.”
Ashish Pathak, Executive Creative Director at Edelman India, adds: “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.”
Truly commemorating its place as #MeriSpecialJagah this Diwali, Starbucks has introduced a range of limited-edition beverages such as the Saffron Pistachio Latte and Saffron Masala Chai, blending traditional ingredients with Starbucks signature coffee. Additionally, in partnership with Bombay Sweet Shop, Starbucks has unveiled festive treats like Gulab Jamun Trifle, Khubani Barfi Bar and White Choco Kaju Nankhatai, combining beloved Indian sweets with contemporary twists. Since Diwali is also the season for gifting, Starbucks is offering exclusive gift hampers and merchandise, including the festive Bearista Plushie and Iced Latte Candle, perfect for adding a personal touch to the celebrations.
Credits
Creative Agency: Edelman India
Edelman Lead: Ashutosh Munshi
Executive Creative Director: Ashish Pathak
Account Management: Nikita Tambay, Aliya Mahimtura, Ritansha Banerjee
Creative: Abhijit Lahiri, Sidhant Bakshi, Ninad Mulay, Bitan Ganguly, Dhanashree Shinde
Studio: Saurabh Kulkarni, Supriyo Sen Sharma, Jeremy Kuruthukulangara, Sowmya Kotiyan, Mayur Vichare, Milind Ratnakar, Eshani Singh
Earned: Zora Shroff, Vaidehi Bhatia, Yazad Elavia, Sera Cerejo
Digital: Sharon Noronha, Shivina Kakar, Annika Mendes.
Credits for Brand Film
Production House: Made in Calcutta
Director: Abhishek Sinha
Producer: Anirban Dutta
