Starbucks India has unveiled its new Diwali campaign, #HumariSpecialJagah, celebrating the evolving meaning of connection and community during the festive season. Developed by Edelman India and produced by Running Cow Films, the cinematic campaign emphasizes the moments that transform everyday spaces into “special places” where friends, colleagues, and neighbours become extended family.
For over a decade, Starbucks has positioned itself as ‘The Third Place’—a comforting environment between home and work. During Diwali, this concept takes on a deeper significance. The campaign captures the idea that shared experiences—over coffee, festive treats, or laughter—turn “meri special jagah” into “humari special jagah,” creating intimate bonds beyond one’s household.
Set in Gokul Heights, the campaign film portrays residents across generations coming together at their local Starbucks to celebrate. Against a backdrop of warm lights and festive décor, the narrative highlights simple yet meaningful interactions: shared desserts, inside jokes, and heartfelt gatherings. Festive menu items, including the Saffron Malpua Cheesecake and Saffron Chocolate Frappuccino, add to the celebratory atmosphere, reinforcing Starbucks as a hub for chosen families to unite.
Mitali Maheshwari, Head of Product and Marketing at Tata Starbucks, explained: “Starbucks is a place of belonging and connection. This Diwali, #HumariSpecialJagah celebrates how people come together with friends and neighbours who have become chosen family. From handcrafted festive beverages to curated merchandise, our stores reflect the joy, warmth, and shared spirit of the season.”
Ashutosh Munshi, Lead Advisor for Integrated Communications at Edelman India, added: “With this campaign, Starbucks reimagines its spaces as festive tables for the families we form. Every moment of the film mirrors modern Indian Diwali traditions—rooted in nostalgia yet embracing contemporary ways of celebrating.”
The campaign also introduces limited-edition Diwali beverages, including the Saffron Latte, Choco Saffron Frappuccino, Marigold Oat Cold Brew, and Saffron Masala Chai, alongside festive sweets like Saffron Pistachio Tiramisu, Saffron Malpua Cheesecake, and Saffron Rose Loaf Cake. Exclusive gift hampers and merchandise such as the Diwali Blend, Bearista Plushie, Iced Latte Candle, and themed bottles further personalize the festive experience, blending traditional flavours with Starbucks’ signature offerings.
Through #HumariSpecialJagah, Starbucks India highlights the power of shared moments and evolving traditions, making the Diwali season a time to celebrate both old memories and new connections.
