Tata Starbucks Encourages a Departure from Tradition This Diwali
Built on the common occurrence of unannounced guests during Diwali, Tata Starbucks offers up a solution in its festive campaign this year, in collaboration with Edelman. “The truism of unannounced guests during Diwali is quite common across India. Almost like a part of culture,” shares ECD on the project, Ashish Pathak. “We experience it all the time. As a result of that, mothers often get caught in the kitchen and miss out on celebrating fully.”
To answer this inconvenience, Starbucks welcomes Indians to celebrate in store as an ideal third-place destination for creating new memories and reimagining cherished customs. The campaign, named ‘#MeriSpecialJagah’ (my special place), sees Starbucks locations transformed with decorations and limited edition festive treats, including Gulab Jamun Trifle, Khubani Barfi Bar and White Choco Kaju Nankhatai in partnership with Bombay Sweet Shop.
In this interview with LBB’s Sunna Coleman, Edelman client lead Ashutosh Munshi and Ashish share the real-life insight behind the campaign, how tradition is balanced with modern-day and how they built trust with genuine brand action.
LBB> Tell us about the inspiration behind the campaign – how did it first come about and what were your initial ideas?
Ashutosh> The inspiration came from observing a relatable, heartwarming aspect of Indian culture – the spontaneous gatherings during Diwali that bring people together. Diwali is all about togetherness and warmth, but often, the host, especially mothers, miss out on fully enjoying these moments because they’re busy preparing for guests. This insight led us to consider how Starbucks, known for being a welcoming 'third place' – a space between home and work – could offer a unique solution by creating a space where families can celebrate without the stress of hosting.
LBB> How did the concept develop from there?
Ashutosh> The concept of #MeriSpecialJagah came from Starbucks’ connection to Indian culture as a place that offers warmth and personalisation. We wanted to extend that feeling into a Diwali celebration by doubling down on brand action – by blending the essence of home with the Starbucks experience. Starbucks’ heritage as the 'third place' made it the perfect setting to bring families together to celebrate Diwali in a way that feels familiar but without the stress of hosting. #MeriSpecialJagah became a place where families could create new festive memories while enjoying Starbucks’ signature offerings.
Ashish> Starbucks, with its focus on personalisation and warmth, became the ideal #MeriSpecialJagah, a place that gives a home-like feeling, inviting audiences to move traditional family celebrations of Diwali from their home to an outside space for new and delightful experiences. Also giving mums a break from the kitchen during the festive season and a celebration for the family to remember.
LBB> How did you balance the tradition of Diwali with modern day consumer needs to ensure the campaign resonates with Indian audiences at this special time?
Ashutosh> Diwali has deep-rooted traditions, with families gathering at home to decorate, enjoy festive treats, and exchange gifts. However, the responsibility of hosting often leaves key members, especially mothers, missing out on fully experiencing the celebrations. With #MeriSpecialJagah, we wanted to address this by tapping into a modern consumer insight: Indian families today are open to new ways to celebrate old traditions. Our approach was more than just brand communication; it was about real brand action. By recreating familiar home-like decorations in stores, offering a limited-edition menu inspired by Diwali ingredients, and providing curated gifting options, we aimed to give families a special place to celebrate together. This allowed everyone to enjoy the festivities, while Starbucks handled the hosting.
Ashish> Modern-day consumers are constantly seeking new experiences and Starbucks’ unique food and beverage innovations invite audiences to experience traditional celebrations like Diwali in a new way. The Saffron Pistachio Latte and Saffron Masala Chai, or the Gulab Jamun Trifle and the Khubani Barfi Bar created with festive flavours, bring a fine balance between the traditional and the modern.
LBB> Generally, how are you seeing modern Indians embrace Diwali in new and interesting ways over recent years?
Ashutosh> Modern Indians, especially gen z, are breathing new life into Diwali celebrations. They’re bringing back old traditions but making them their own – think ‘gajra’ flowers making a stylish comeback, fusion fashion for that perfect blend of comfort and culture, and innovative takes on classic festive recipes. Eco-friendly decorations are all the rage, while digital greetings and virtual celebrations keep everyone connected, no matter where they are. It’s about making the festival a vibrant, inclusive affair that honours our roots while also reflecting their values and personal identity.
Ashish> Indian audiences are growing beyond the usual. But also, at the same time, holding on to cultures and values which they express in their own unique ways. A blend of old and new is a constantly evolving trend with modern Indians.
LBB> As well as the TV commercial and limited edition food and drink, how else is Starbucks making its coffee shops a special place for Indians to celebrate this year?
Ashutosh> We aimed to recreate the essence of Diwali in every aspect of our 360 integrated campaign. Besides developing the films, we extended the campaign through a holistic approach across owned social and earned media channels. A highlight was a special Diwali party at the Starbucks Reserve Store, curated for key media, influencers and industry thought leaders. We also focused on our partners, the backbone of Starbucks, celebrating Diwali with them internally. By integrating in-store experiences, we ensured that every customer felt the festive warmth in true Starbucks style.
Ashish> With its beautifully decorated stores, special take-away Diwali cups and 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.
LBB> What were some of the creative/strategic challenges on this project and what solutions did you come up with?
Ashutosh> For starters, Diwali is a time when there’s a significant amount of clutter, with almost all brands trying to have a voice during this lucrative moment in culture. The other consideration was about building an authentic connection for a global brand with a local tradition. But one of the biggest challenges we faced was redefining the narrative around Diwali – convincing consumers to celebrate outside their homes at Starbucks, a departure from tradition. We also looked to ensure that every touchpoint conveyed the warmth, familiarity, and joy associated with home celebrations while staying true to the Starbucks essence.
To overcome this, we leaned into tangible brand actions. For example, we introduced Diwali-inspired store decor and a festive menu that felt both familiar and unique to Starbucks. These genuine actions allowed us to build trust, and early feedback from customers showed that they appreciated the fresh yet authentic approach to celebrating.
Ashish> One of the creative challenges was to land the idea. It was important to us to nuance the emotions in a real and believable way. While it was highlighting a societal issue, we wanted it to also leave behind a positive feeling of change. After all, Diwali is for new beginnings!
LBB> What were your personal highlights from working on this campaign?
Ashutosh> No campaign comes to life without collaboration. With Edelman’s partnership with team Starbucks, we had trusted allies who truly understood our vision and gave us creative licence. A personal highlight for me was the ownability of the campaign idea; few brands can evoke the feeling of home quite like Starbucks. Their unique proposition as a warm and welcoming 'third place' added authenticity to the campaign, making it a concept that’s distinctly theirs.
Ashish> The partnership we had with our clients at Starbucks helped create the magic. They understood the power of the idea right from the get go and helped make the narrative even stronger.
