National, 8October 2025: Starbucks India launches its new festive campaign for Diwali, #HumariSpecialJagah 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.
The film captures the everyday intimacy of community as neighbours from Gokul Heights – across ages and life stages – gather at their local Starbucks to celebrate Diwali. Set against a backdrop of warm lights and festive décor, it highlights the small, honest moments that define real connection: shared desserts, inside jokes, and the joy of simply being together. With specially crafted beverages and food for the festive menu, like the Saffron Malpua Cheesecake and Saffron Chocolate Frappuccino on the table, Starbucks becomes more than a café – it becomes the setting where chosen families come together and where Diwali feels just like home.
Speaking about the campaign, Mitali Maheshwari, Head of Product and Marketing at 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. By shining a spotlight on these cultural moments and behaviours, we’ve created an experience that reflects the reimagined spirit of togetherness unique to India, that finds its home at Starbucks. From handcrafted, locally inspired food and beverages to curated merchandise and our limited-edition Diwali takeaway cups, our stores come alive with the warmth, joy, and shared celebration that define the festival.”
Commenting on the launch, Ashutosh Munshi, Lead Advisor, Integrated Communications at Edelman India said, “Starbucks has always celebrated the cultures and communities it serves, offering a space where everyone feels welcome. 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 flavors with Starbucks signature coffee. To sweeten the celebrations, the menu also brings indulgent 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, making every moment of the season more personal, warm, and memorable.
