Tata Starbucks has rolled out a campaign titled #ItStartsWithYourName, a 360-degree campaign that has been conceptualised by Edelman India.
The campaign has been crafted for customers across the cities of Bengaluru, Gurgaon, Indore, and Bhopal to begin with. It is based on the insight that if you know a person`s name, more so his/her ‘special’ name or name they were given by friends, relatives etc. you become closer to them.
It consists of a film featuring two women in an office. One seems to be homesick as she misses her mother in a new city. The other girl cheers her up by taking her to a Starbucks outlet and sharing her nickname with the server. As the server calls her nickname aloud to hand over her drink to her, the homesick girl gets a smile to her face.
Sushant Dash, CEO, Tata Starbucks, said, “At Tata Starbucks, we believe that meaningful relationships are rooted in thoughtfulness. We see people, not customers. In our stores, it starts with asking customers their names and goes beyond a cup of coffee. We believe in connecting with local audiences by identifying and acting on their specific needs. Through this campaign, we aim to form a closer connection with our customers and make them feel more welcome in our stores. Over the last decade, we have been fortunate to connect with a diverse group of customers in India and look forward to the road ahead as we address a newer set of customers.”
Ashutosh Munshi, head of brand – Edelman Asia Pacific and India, said, "Brands today need to be for the people and guided by the people. In creating this campaign, we were inspired by Tata Starbucks’ guiding value of seeing a customer beyond their order by asking for names; thereby taking the first step to know each of us that much better. #ItStartsWithYourName celebrates Tata Starbucks’ service philosophy that fosters genuine connection, while also offering a product range that reflects customer preferences. We have articulated this in a brand film and various creative assets that evoke this sense of belonging that the Starbucks experience stands for.”
Creative agency: Edelman India
Edelman lead – Tata Starbucks: Ashutosh Munshi
Chief creative officer: Tim Green
Strategy leads: Huw Gildon, Divya Sharma
Creative team: Manoj Bhavnani, Saurabh Kulkarni, Abhijeet Lahiri, Richa Kumar, Jeremy Kuruthukulangara
Film department: Supriyo Sen Sharma, Metseli Thurr
Account management: Nikita Tambay, Cynara Pinto
Production house: Running Cow Films
Director: Anushka Shivdasani Rovshen
Producer: Trupti Kataria
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