Starbucks has launched its first locally conceptualised campaign – Welcome to Starbucks #MyMood #MyStarbucks. The campaign is based on making consumers appreciate the need to make distinctive choices and thereby, create personalised experiences in their daily life. The campaign #MyMood #MyStarbucks is centered around empowering the customer to explore a world of possibilities through customisations for their moods. It aims to help the customer discover their beverage by breaking down existing trial barriers and simplifying the steps of customisation through beverage artists – the Starbucks partners.
The campaign is brought to life through six lifestyle imagery, conceptualised by the Tata Starbucks’ creative agency Mullen Lintas and shot in India by photographer Atul Kasbekar. Six moods including ‘I’m late to work and I love it.’, ‘My Monday feels like Friday’, ‘My stylish new profile pic’, ‘Just hanging out with friends’, etc have been conceptualised to encourage customers to express themselves and discover their own favoruite customisations to suit their mood.
With the launch of the campaign, actress Jacqueline Fernandez and actress/writer Twinkle Khanna also shared their mood and their Starbucks beverage on social media platforms.
“Starbucks has always been committed to delivering a unique and unparalleled experience for every customer. It is a place where one can see varying moods, varying lifestyle needs and the celebration of various occasions. With #MyMood #MyStarbucks, we invite our customers to discover their own personalised Starbucks beverage by picking from countless options to find the perfect one that suits their mood best, in exactly the way they like it and artfully handcrafted by our store partners,” said Manmeet Vohra, director – marketing and category, TATA Starbucks.