In a remarkable move towards inclusivity, Starbucks India has launched a captivating advertising campaign that has caught the attention of social media users worldwide. The two-minute ad, titled “#ItStartsWithYourName,” revolves around a Hindi-speaking family gathering at a Starbucks outlet to reconcile a father’s strained relationship with his transgender daughter. The powerful narrative showcases the father’s acceptance as he orders coffees for the entire family using his daughter’s new name, “Arpita.”
The ad, with its heartwarming portrayal of familial acceptance and support, has garnered millions of views since its release last week. Reactions to the campaign have varied widely, with both praise and opposition surfacing from different corners. Particularly in South Asian communities, the depiction struck a chord and was hailed as a significant step forward for LGBTQ+ individuals in India, a country that often adheres to conservative norms.
One Twitter user expressed their deep connection to the ad, stating, “I cannot fathom estranging myself from my children for any reason, especially not for being true to who they are. However, I understand that not everyone has reached that level of acceptance. This Starbucks ad, originating from a still-conservative country like India, sends a powerful message.”
Nevertheless, some individuals in both the United States and India criticized Starbucks, accusing the company of embracing “wokeness.” Calls for a boycott of the company emerged among those who viewed the campaign as an unwelcome intrusion of corporate culture. Referring to a recent collaboration between a beer brand and a transgender influencer, an Australia-based news podcast host tweeted, “Starbucks is facing a backlash in India after going full Bud Light. As if saturating the market with a mediocre US coffee brand wasn’t enough, they are now bringing their woke corporate culture to the Sub-Continent.”
Despite the criticism, Starbucks remains unwavering in its support for the transgender community. A spokesperson for the company reaffirmed their commitment to inclusivity, stating, “At Starbucks, we unequivocally support the LGBTQIA2+ community. Our campaign in India, #ItStartsWithYourName, demonstrates Tata Starbucks’ dedication to creating a welcoming environment for individuals of all backgrounds and identities. We will continue to leverage our voice to advocate for greater understanding and the importance of inclusion and diversity in the communities we serve worldwide.”
This powerful ad from Starbucks India serves as a poignant reminder of the progress being made in fostering acceptance and diversity, not only within families but also on a larger societal scale. It highlights the ongoing efforts of corporations to use their platforms to promote inclusivity, even in regions where conservative attitudes prevail. By sharing stories that resonate with people from various backgrounds, Starbucks is amplifying the voices of the LGBTQ+ community and sparking crucial conversations about acceptance and understanding.