Tata Starbucks Limited which was earlier known as Tata Starbucks is a joint venture of both Tata Consumer Products and Starbucks Corporation that operates in India and this was announced in January 2012. The company brands its outlets as Starbucks “A Tata Alliance”. Starbucks in India not only offers products that are offered internationally but also offers products according to Indian style like Chocolate Rossomalai Mousse, Malai Chom Chom Tiramisu, Elaichi Mewa Croissant, Chicken Kathi Roll, and Murg Tikka Panini to suit Indian customers. The company also offers a Himalayan mineral water bottle. The company is known for its unique services like free wifi and home delivery.
The company has recently launched a new ad campaign with the name ‘ A feeling called Starbucks’. The ad was released on various social media platforms like Instagram, Twitter, and Facebook. The film was conceptualized and executed by Wavemaker, India. The theme of the campaign is that the company celebrates human connections and depicted emotional moments. The new campaign also highlighted feelings of familiarity, joy, a culture of warmth and belongingness when an individual visits their store. The campaign is 1 minute and 20 seconds long that was directed by a filmmaker, Pratap Dhulap who mastered the art of film direction under several Ad Film Directors
The message that the company delivered through this campaign is to celebrate the amiability of human connections that is one of the important components of the company’s values and helps in building emotional connections with the customers, partners, and the communities that the company serves for a longer time. During unprecedented times like these, every company must have hope and need to spread joy to the customers. People tend to remember and get emotionally attached to the brands that try to make customers special. The company through this short video campaign has celebrated all the things that make them special to the customers. It can be the attraction towards a good coffee, warm smiles, and the important thing that the company strives hard to go the extra mile. Through this campaign, the company wanted the customers to experience the essence of Starbucks and build an emotional bond.