Advertising
Film
Online & Social Films > More Than 60 Seconds
ADVERTISING - Film (Online & Social Films > More Than 60 Seconds)
JPG
MP4
2m:03s
It Starts With Your Name
Brand: Tata Starbucks
Client: Tata Starbucks
Entrant: Edelman India
The First List
Entry Title: | It Starts With Your Name |
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Brand: | Tata Starbucks |
Client: | Tata Starbucks |
Entrant Company: | Edelman India |
Description: | Starbucks in India was perceived as foreign and exclusive. But Starbucks is the only QSR & Coffee Brand that sees their customers beyond their order number as people and proudly welcomes them by calling out their names. We based our idea on this simple insight to shift perceptions about Starbucks in India. Our campaign idea 'IT STARTS WITH YOUR NAME' was a call-out to new and existing customers to come and experience the warmth, personalization, and strong sense of connection the brand offers. The campaign was not merely about sipping coffee but about savouring individuality, celebrating diversity, creating a sense of belonging, and positioning Starbucks as a warm and welcoming place. Names carry a lot of weight and meaning in Indian culture. And in a country facing extreme polarisation (across issues), people from the LGBTQIA+ community often struggle to express their true selves and feel safe in a place, where they can own their identity. Starbucks believes that acceptance of an identity starts with owning your name. So a story of acceptance of a changed name that reflects a person's new identity, welcomed them with love and support. Starbucks message was: "You are accepted here, just as you are." |
Company Credits: | Edelman India |
Individual Credits: | Tim Green - Chief Creative Officer |
Individual Credits: | Huw Gildon - Strategist |
Individual Credits: | Ashish Pathak - Executive Creative Director |
Individual Credits: | Abhijit Lahiri - Creative Director |
Individual Credits: | Rakesh Kumar - Art Director |
Individual Credits: | Saurabh Kulkarni - Head - Digital Studio |
Individual Credits: | Supriyo Sen Sharma - Executive Producer |
Individual Credits: | Ashutosh Munshi - Lead Advisor - Marketing & Communications |
Individual Credits: | Nikita Tambay - VP - Integrated Brand |
Individual Credits: | Cynara Pinto - AVP - Brand Account Management |
Individual Credits: | Aliya Mahimtura - Account Manager |