A moving two-minute Starbucks commercial showcasing a transgender woman’s path to family reconciliation serves as the campaign’s focal point, emphasizing inclusion and acceptance. After its release in 2023, the ad has received both positive and negative feedback, amassing millions of views across various social media platforms.
A Touching Story From Starbucks
The ad depicts a Hindi-speaking family meeting at a Starbucks location. The narrative focuses on a father who initially struggles with his transgender daughter’s identity but ultimately shows his acceptance. In a powerful moment, he orders coffee under her chosen name, “Arpita,” acknowledging her transition with the words, “For me, you are still my kid. Only a letter has been added to your name.” The ad stars a transgender model in the lead role, adding authenticity to its message. Starbucks India aimed to use the campaign to promote inclusion, with the company emphasizing its commitment to making people from all backgrounds and identities feel welcome.
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A Heartfelt Campaign
The campaign has resonated deeply with many South Asians, particularly in the LGBTQ community. Social media is brimming with comments praising Starbucks for tackling a sensitive topic in a country that remains largely conservative. One user remarked on the significance of a parent’s love and acceptance for their transgender child, while others lauded the brand for helping push Indian society beyond transphobia. One tweet read: “My best friend showed me this @StarbucksIndia advert yesterday and it reduced me to tears. It’s groundbreaking adverts like this which are SO important when it comes to changing attitudes around queer folk, especially in a world where transphobia is becoming even more rampant.“
India Is Trying To Bring It To The Forefront
India has had several instances where the media has tried to confront the transgender prejudices. In 2021, jewelry brand Bhima released an ad chronicling the transition journey of a trans woman, featuring model Meera. Similarly, India’s fashion and entertainment industries have started offering limited but meaningful opportunities to the transgender community. Furthermore, the 2023 Lakmé Fashion Week included transgender and non-binary models for the first time. Designers like Saisha Shinde, who came out as a transgender woman in 2021, are leading the charge by creating collections that emphasize inclusivity.
However, centuries-long persistent prejudices are not that easily dealt with. Many from India’s estimated two million transgender population continue to face stigma, alienation, and limited economic opportunities. It is true that there has been progress, however, insiders and activists maintain that most of it is for show. Or, at best, helps the few within the community who are already privileged beforehand.
The Starbucks Ad Has A Flip Side
However, the ad has not been without its detractors. Critics from both India and abroad accused Starbucks of tokenism and labeled the campaign as “woke” or “against Indian culture.” Calls for a boycott emerged, echoing similar reactions seen by other brands that have embraced inclusive narratives. Some audience and critics have accused it of being only a token gesture. Or, tokenism. They allege that big companies are increasingly creating such perspectives only to take advantage of the sentiments during Pride Month. Such efforts are nearly invisible for the other 11 months.
Saisha Shinde says. “The fact that a trans model walking the ramp is considered ‘ground-breaking’ is the problem. Talent should have no gender. Fashion labels and brands shouldn’t use trans models to highlight the ‘queerness of their brands’, but include them in regular campaigns and make them part of the normal.” There is also the perspective that Starbucks is “introducing” non-native values into a different culture, as this tweet from an Australian podcaster says: “If saturating the market with a mediocre US coffee brand wasn’t bad enough, now they are bringing their woke corporate culture to the Sub-Continent.”
It’s Not That Simple
Contrary to Shinde’s sentiment is one of the realities of the insiders working in the industry. Subhika Sharma, a prominent fashion designer, argued that they have to keep in mind that they have their own bills to pay. She explains: “The luxury fashion market is tough at the moment; designers have to think about paying bills and their kaarigars (artisans). So though the onus has historically been on creatives and artists to push the society to think more openly, it’s a tough time to do that consistently“.
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Something is Better than Nothing
However, even if the intent is not entirely heartfelt, the result of such efforts should be considered good overall. Santosh Desai, an author and journalist, has this to say about the phenomenon, as per the BBC: “At least there is representation (of the trans community) on record to hate, which is better than no representation at all. It is through this process of representation, denial and anger that we gradually come to terms with something new, and grow comfortable with it.“
Starbucks’ Response
Starbucks’ comment regarding the video are as such: “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.” A spokesperson also gave the following detailed response to all the attention: “At Starbucks, we unequivocally support the LGBTQIA2+ community. Our campaign in India, #ItStartsWithYourName, shows how Tata Starbucks is committed to making people of all backgrounds and identities feel welcome. … We will continue to use our voice to advocate for greater understanding on the importance of inclusion and diversity across the communities we serve around the world.” Here is the full advertisement:
An Impactful Statement
For the transgender community in India, campaigns like Starbucks’ are a meaningful step toward broader acceptance and inclusivity. While there is much work to be done, the campaign’s impact is undeniable, sparking conversations that could pave the way for greater understanding and respect. Whether you view it as groundbreaking or symbolic, Starbucks India’s ad has succeeded in putting the spotlight on an important issue—one that continues to challenge and redefine societal norms in the country.
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