Tata Starbucks has rolled out a campaign #MeriSpecialJagah (my special place), inviting Indian families to come together and celebrate Diwali at their outlets and showcases their localised offerings.

Conceptualised by Edelman, the campaign, featuring an ad film, highlights Starbucks' commitment to celebrating Indian traditions, positioning it as the perfect spot for creating new memories while reimagining beloved customs. The film opens with Ninad and his parents receiving news of unexpected Diwali guests. To give his mother a break from kitchen duties, Ninad, a Starbucks regular, suggests hosting the celebration at Starbucks. Initially hesitant, his parents are convinced by his confidence that Starbucks can offer the same warmth as home. At a beautifully decorated Starbucks, the family is greeted by a friendly barista, and as relatives gather, they enjoy the festive ambiance and Diwali-inspired menu featuring saffron, pista, and traditional desserts. The film closes with the family bonding over treats, capturing the spirit of togetherness and making Starbucks their special Diwali spot.

What we think about it: Taps into the emotional resonance of Diwali traditions, blending cultural authenticity with its brand positioning as a 'third place'. While the son’s suggestion to shift the celebration to Starbucks feels like an easy cop-out from helping at home, the campaign nonetheless transforms its outlets into festive spaces, showing how special places outside the home can evoke the same warmth and foster brand loyalty through shared, memory-making moments.

Mitali Maheshwari, head of product and marketing, 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 in 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, and our curated range of gifting options; we have ensured that every element of what makes Diwali special for our customers is recreated at Starbucks."

Ashutosh Munshi, lead advisor-brand marketing and communications, 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, Edelman India, said, "Our campaign for Diwali found an idea in the truism of unannounced guests, especially during festive seasons. As a result of this, we see mums in kitchens, missing out on celebrating fully. With Starbucks's 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.”

CREDITS: 

Client: Tata Starbucks

Agency: Edelman India  

Edelman lead: Ashutosh Munshi   

Executive creative director: Ashish Pathak 

Account management: Nikita Tambay, Aliya Mahimtura, Ritansha Banerjee

Creative: Saurabh Kulkarni, Abhijit Lahiri, Sidhant Bakshi, Jeremy Kuruthukulangara, Sowmya Kotiyan, Ninad Mulay, Bitan Ganguly, Mayur Vichare, Dhanashree Shinde, Supriyo Sen Sharma, Eshani Singh, Milind Ratnakar.

Earned: Zora Shroff, Vaidehi Bhatia, Yazad Elavia, Sera Cerejo.

Digital: Sharon Noronha, Shivina Kakar, Annika Mendes.

Production house: Made in Calcutta 

Director: Abhishek Sinha  

Producer: Anirban Dutta