Starbucks India has released its latest Diwali campaign that reimagines connections and togetherness, exploring what it means to celebrate with loved ones in a changing social landscape. The brand notes that the festival has evolved from familiar hometown experiences in one’s childhood home to forming new connections in urban settings, with neighbours and colleagues often taking on the role of extended family.
According to the brand, Starbucks has, for over a decade in India, positioned itself as “The Third Place”—a space between home and work that has become a ‘special jagah’ for many. During Diwali, this space takes on new meaning. The campaign, as stated by Starbucks, draws on the idea that in every neighbourhood, there exists a place where ‘meri special jagah’ turns into ‘humari special jagah’, a shared space of everyday interactions, coffee, and festive gestures that bring people together.
Watch the campaign film here:
The film, set in a residential building called Gokul Heights, depicts neighbours from different age groups gathering at a Starbucks outlet during the festive season. The setting features the brand’s festive décor and menu items such as the Saffron Malpua Cheesecake and Saffron Chocolate Frappuccino. As per Starbucks, the campaign aims to present the café as a place where modern relationships and communities naturally form, aligning with the spirit of Diwali.
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.”
As part of the #HumariSpecialJagah campaign, Starbucks India has rolled out a limited-edition festive menu that includes beverages such as the Saffron Latte, Choco Saffron Frappuccino, Marigold Oat Cold Brew, and Saffron Masala Chai. The brand states that these offerings combine India’s festive flavours with Starbucks’ signature coffee. The festive range also features desserts like the Saffron Pistachio Tiramisu, Saffron Malpua Cheesecake, and Saffron Rose Loaf Cake, which are described as modern interpretations of traditional Indian sweets. Additionally, Starbucks has introduced Diwali-themed gift hampers and merchandise, including the Diwali Blend, Bearista Plushie, Iced Latte Candle, and a limited-edition Diwali bottle, which the brand says are curated to enhance the festive gifting experience.
Watch the Instagram campaign here:
View this post on Instagram
.jpg)
