Starbucks has unveiled its 2024 Diwali campaign, Meri Special Jagah (“My Special Place”), inviting Indian families to come together and celebrate one of the country’s most cherished festivals at their favorite Starbucks locations. The campaign reflects Starbucks’ deep connection with its Indian customers, cultivated over 12 years through a thoughtful blend of global offerings and local flavors.
This Diwali, Starbucks is going a step further by offering a specially curated range of festive treats, designed to capture the warmth and vibrancy of Indian homes during the festive season. These offerings aim to evoke the familiar comfort of gathering with loved ones over food and conversations, while adding the Starbucks touch of modern elegance to traditional celebrations.
The brand’s campaign film opens with a heartwarming and relatable scene: a typical Diwali evening in an Indian household. The central character, Ninad, and his parents are preparing for a quiet celebration when they receive an unexpected call—relatives are dropping by for a Diwali get-together. What could have been a rushed, chaotic evening turns into a charming opportunity to gather at Starbucks, their “special place,” where the festive spirit comes alive through shared moments and delicious treats. The film beautifully highlights how Starbucks has become a welcoming, modern-day extension of the Indian home, making it a perfect venue for spontaneous celebrations during Diwali.
“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,” said Mitali Maheshwari, Head of Product and Marketing at TATA Starbucks.
“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 the consumer’s minds) in the festive avatar.”
Ashutosh Munshi, Lead Advisor-Brand Marketing & Communications at 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.”
Ashish Pathak, Executive Creative Director at Edelman India, adds: “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 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:
- 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 Mulay, 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.
- Credits for Brand Film
- Production House: Made in Calcutta
- Director: Abhishek Sinha
- Producer: Anirban Dutta