Tata Starbucks aims to become the new Diwali hangout

Tata Starbucks launched its new Diwali campaign, #MeriSpecialJagah (My special place) with a digital film, inviting Indian families to come together and celebrate the festival at Starbucks. The restaurant chain offers a specially curated range of festive treats, providing a warm and inviting atmosphere that mirrors the spirit of Indian homes during the festival.

The #MeriSpecialJagah campaign underscores Starbucks dedication to honouring Indian traditions, making it the third-place destination for creating new memories and reimagining cherished customs.

Speaking about the campaign, Mitali Maheshwari, head of product and marketing at Tata Starbucks, said, “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 consumers minds) in the festive avatar.”

With its 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, the company has a curated range of gifting options. This is to ensure that every element of what makes Diwali special for its customers is recreated at Starbucks.

Commenting on the launch, Ashutosh Munshi, lead advisor-brand marketing and communications at Edelman India, added that the #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,” he added.

Ashish Pathak, executive creative director at Edelman India, added, “Our campaign for Diwali found an idea in the truism of unannounced guests, especially during festive seasons. A result of which sees mums in kitchens, missing out on celebrating fully. With Starbucks traditionally flavoured food and 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.”

To commemorate its place as #MeriSpecialJagah this Diwali, Starbucks has introduced a range of limited-edition beverages such as the Saffron Pistachio Latte and Saffron Masala Chai, blending traditional ingredients with its signature coffee. Additionally, in partnership with Bombay Sweet Shop, the company has unveiled festive treats, combining beloved Indian sweets with contemporary twists.

Since Diwali is also the season for gifting, Starbucks is also offering exclusive gift hampers and merchandise, including the festive Bearista Plushie and Iced Latte Candle, to add a personal touch to the celebrations.

Campaign’s take: Tata Starbucks is stepping up its game this Diwali with its #MeriSpecialJagah campaign, positioning itself as the go-to spot for family celebrations. In a heartwarming digital film, the brand showcases how a young man named Ninad suggests taking the Diwali festivities outside the home to relieve his mother of the usual kitchen chaos. This clever move not only gives her a well-deserved break but subtly promotes gender equality by sharing the holiday workload.

The campaign cleverly taps into the essence of Indian family traditions while transforming Starbucks into a “third place”—a cozy and welcoming environment that feels like home with specially curated festive treats and stunning store decorations.

By inviting families to celebrate together at Starbucks, the brand captures the magic of the season while fostering genuine connections. So, instead of being stuck in the kitchen, moms can relax and enjoy quality time with their loved ones, making every sip and bite a memory worth cherishing. Cheers to Starbucks for blending tradition with innovation and giving families a delightful new way to celebrate!

Credits

Creative agency: Edelman India 

Edelman lead: Ashutosh Munshi  

Executive creative director: Ashish Pathak

Account management: Nikita Tambay, Aliya Mahimtura, Ritansha Banerjee

Creative: Abhijit Lahiri, Sidhant Bakshi, Ninad Mulye, Bitan Ganguly, Dhanashree Shinde

Studio: Saurabh Kulkarni, Supriyo Sen Sharma,

Jeremy Kuruthukulangara, Sowmya Kotiyan, Mayur Vichare, Milind Ratnakar, Eshani Singh

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