Ad Campaigns
Tata Starbucks rolls out 360-degree campaign #ItStartsWithYourName
Mumbai: Tata Starbucks has launched its new 360-degree campaign #ItStartsWithYourName, calling out all new customers to come and experience the warmth, personalization and strong sense of connection the brand offers. The campaign has been crafted specifically for customers across the cities of Bengaluru, Gurgaon, Indore, and Bhopal to begin with.
As a people-first brand, Starbucks sees all its customers as people. It is celebrated for warmly greeting its customers by their name and making each interaction personal.
Created by Edelman India, #ItStartsWithYourName campaign taps into the insight of, if you know a person’s name, more so his/her ‘special’ name or name they were given by friends, relatives, etc., you become closer to them. You break barriers and make them feel at home.
The campaign celebrates this simple gesture, which welcomes each person walking into any Starbucks store across the country and makes the brand more inclusive.
The film starts off with two working women making their way to a Starbucks store, one hesitant and homesick as she misses her mother in a new city. To cheer her up, her colleague shares her nickname with the Barista, which leads to him calling out her order by a name that brings a smile to her face. The film showcases the small, but significant personal touches that spark joy and a sense of belonging – experienced at every Tata Starbucks store.
Tata Starbuckalso announced an exciting array of launches as a part of its strategy to drive growth and acquire new customers. The pilot will see the introduction of the New ‘Picco’ size for beverages, delicious South Indian filter coffee, a range of exciting signature milkshakes, masala chai, cardamom chai and a completely revamped food menu featuring Bite-sized snacks, shareable food and a range of freshly assembled sandwiches. The brand will also be unveiling a range of exciting price points through this launch.
Each of these launches is supported by a short film that connects the new innovations to a sweet personal moment of connection and warmth. These short films will go live in a staggered manner over the next fortnight.
The film introducing the new size ‘Picco’ is a lovable take on how customers can enjoy their favourite coffee at an exciting price.
The ‘filter coffee’ film celebrates the special relationship between a grandmother and grandson as they both enjoy a wonderful cup of South Indian filter coffee, as good as Daadi’s, well almost.
The ‘masala chai’ film is a sweet tribute to families and shared memories over the perfect cup of tea, just the way mom makes it.
Introducing Starbucks Signature milkshakes through the romance shared by a senior couple and demonstrating the revamped food menu through camaraderie between two friends as they share their food and have a great time; all films celebrate the special relationships customers have and the sweet moments in their lives.
Talking about the campaign, Tata Starbucks CEO Sushant Dash said, “At Tata Starbucks, we believe that meaningful relationships are rooted in thoughtfulness. We see people, not customers. In our stores, it starts with asking customers their names and goes beyond a cup of coffee. We believe in connecting with local audiences by identifying and acting on their specific needs. Through this campaign, we aim to form a closer connect with our customers and make them feel more welcome in our stores. Over the last decade, we have been fortunate to connect with a diverse group of customers in India and look forward to the road ahead as we address a newer set of customers.”
Further talking about the campaign, Edelman Asia, Pacific and India head of brand Ashutosh Munshi said, “Brands today need to be for the people and guided by the people. In creating this campaign, we were inspired by TATA Starbucks’ guiding value of seeing a customer beyond their order by asking for names; thereby taking the first step to know each of us that much better. #ItStartsWithYourName celebrates TATA Starbucks’ service philosophy that fosters genuine connection, while also offering a product range that reflects customer preferences. We have articulated this in a brand film and various creative assets that evoke this sense of belonging that the Starbucks experience stands for.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
