‘Boycott Starbucks’ now trending on the internet. Starbucks, a well-known coffee company, has sparked outrage with its new marketing campaign. They released a new advertisement on transgender rights on May 10. ‘It Starts With Your Name,’ was the tagline or hashtag of Starbucks India’s campaign. They showed a parent and child sitting at a Starbucks in the two-minute, four-second video. They were at the coffee shop waiting for their son, and it appeared that the father was having difficulty accepting his decision to transition into a female identity.
Take a look at the full ad by Starbucks here:
Your name defines who you are – whether it’s Arpit or Arpita. At Starbucks, we love and accept you for who you are. Because being yourself means everything to us. #ItStartsWithYourName. 💚 pic.twitter.com/DKNGhKZ1Hg
— Starbucks India (@StarbucksIndia) May 10, 2023
The story of the advertisement was that the father’s relationship with his son ‘Arpit’ was troubled after his decision to transition to a female identity – ‘Arpita’. The tension in the interaction is quite apparent when the mother cautions him not to get angry this time. However, it seems that over time, the father came to terms with the transition and in fact, indicated his acceptance by ordering coffee for the family of ‘Arpita’. “Your name defines who you are – whether it’s Arpit or Arpita. At Starbucks, we love and accept you for who you are. Because being yourself means everything to us,” read the tweet by the official handle of Starbucks.
The marketing campaign by Starbucks went viral in a span of just 48 hours, garnering over 2.5 million tweet views and 530k video views. The advertisement focussed on transgender rights and inclusivity stirred up a debate on social media. Some felt that it was breaking the mold and championing a good cause. “Good to see some effort for gender inclusivity in India,” said one user. Others felt that this kind of subject needed to be dealt with in a sensitive manner, and the campaign was not necessary in the first place. “Why was this advertisement necessary, you were already doing good in India,” said one user. The hashtag ‘Boycott Starbucks’ too began to trend on Twitter in India on May 12.
Take a look at the reactions and responses:
Fail to understand the need for a multinational to get into sensitive topics in a country of hypersensitive sentimental people. Huge dent in the brand!!
— ProfMKay 🇮🇳 (@ProfMKay) May 11, 2023
there are many arpita trapped inside arpit
now, thanks to starbucks, the problem is solved!
— JabarDasti (@jabardasti) May 11, 2023
Never been to a Starbucks never will do because I prefer independent coffee shops that make real coffee would love. I’m one of those that does not consider Starbucks coffee
— JIX5A (@JIX5A) May 11, 2023
Seriously, we will deal with our issues when they come up; the last thing I need is preaching by a Western MNC. You take care of serving coffee.
— Suresh R Chitturi (@iChitturi) May 12, 2023
I understand the Father’s Pain and Dilemma BUT his Son just could no longer live as someone whom he never associated himself with and that is the Harsh Truth .
This is LIFE . Not always what we want it to be.
BOLD Ad by @StarbucksIndia . 👏👏
— Prashant (@sasguy235) May 11, 2023
Also read: $8 Twitter badge vs Starbucks coffee: Check how netizens react
