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It Starts With Your Name - Tata Starbucks - Tata Starbucks JPG
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It Starts With Your Name
Brand: Tata Starbucks
Client: Tata Starbucks
Entrant: Edelman India

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It Starts With Your Name - Tata Starbucks - Tata Starbucks

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Entry Title: It Starts With Your Name
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
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