Starbucks bets on togetherness, one saffron latte at a time

Starbucks India launched its new festive campaign for Diwali, #HumariSpecialJagah (Our special place) with a film that reimagines connections and togetherness and what it means to celebrate with your loved ones. Recognising how the festival has evolved over the years, from familiar hometown experiences in your childhood home to forming new connections in a new city with neighbours and colleagues who become extended family – the spirit of Diwali continues to shine bright.  

For over a decade in India, Starbucks has served as ‘The Third Place’, a space between home and work that has become their ‘special jagah’, an everyday ritual of comfort. During Diwali, this experience takes on new meaning. The campaign draws on the insight that in every neighbourhood, there is now a place where meri special jagah transforms into humari special jagah —over a shared table, laughter, coffee, festive treats, and gifts with the families we create for ourselves. 

Speaking about the campaign, Mitali Maheshwari, head of product and marketing, Tata Starbucks, said, “At its heart, Starbucks is a place of belonging and connection, forming a community first lived experience that goes beyond being just a coffeehouse. This holds true for our consumers on both an individual and a collective level. This Diwali, through our campaign #HumariSpecialJagah, we celebrate the evolving ways people come together, with friends and neighbours who become chosen family during the festive season.”

Commenting on the launch, Ashutosh Munshi, lead advisor—integrated communications at Edelman India said, “This Diwali, we didn’t just create a festive campaign; we shaped a story that mirrors how India celebrates today. With #HumariSpecialJagah, we reimagined Starbucks as a festive table for the families we form, not just the ones we’re born into. From insight to execution, every moment in the film reflects the warmth, flavour, and evolving rituals of modern Indian Diwali — rooted in nostalgia but designed for now.” 

Togetherness shines this Diwali at #HumariSpecialJagah, as Starbucks introduces a refreshed range of limited-edition beverages, from the Saffron Latte and Choco Saffron Frappuccino to the Marigold Oat Cold Brew and Saffron Masala Chai, thoughtfully blending India’s festive flavours with Starbucks signature coffee. To sweeten the celebrations, the menu also brings treats like Saffron Pistachio Tiramisu, Saffron Malpua Cheesecake, and the Saffron Rose Loaf Cake, reimagining beloved Indian sweets with a contemporary twist. Since Diwali is as much about sharing as it is about savouring, Starbucks has also curated exclusive gift hampers and festive merchandise, including the Diwali Blend, Bearista Plushie, Iced Latte Candle, and a limited-edition Diwali-themed bottle.

Campaign’s take: Starbucks India’s Diwali campaign, #HumariSpecialJagah, takes a familiar route — reminding us that the brand isn’t really in the coffee business, but in the people business. The film unfolds at Gokul Heights, where neighbours of all ages gather under warm lights and marigold décor to celebrate Diwali at their local Starbucks outlet.

Between laughter, teasing, shared desserts, and the slow clink of coffee mugs, the brand leans into the everyday intimacy of community rather than the spectacle of festivity. It’s a clever nod to India’s cultural pivot, where many urban consumers now celebrate festivals with the families they’ve created in cities, not just the ones they were born into.

The festive table here is dotted with saffron-laced indulgences like the Saffron Malpua Cheesecake and Saffron Chocolate Frappuccino, blending local flavours with the brand’s global identity.

But for all its warmth and inclusion, #HumariSpecialJagah poses an interesting question: can Diwali truly feel like home when celebrated away from it? Between handcrafted menus, Diwali-themed cups, and curated merchandise, Starbucks wants its stores to hum with belonging. Whether that connection feels authentic or aspirational will depend on whether coffee alone can stir the spirit of togetherness India holds so dearly.