Advertising gurus criticize Starbucks’ boycott call over latest ad

it starts with your name The campaign tells the story of an elderly couple waiting to meet their son Arpit at a coffee shop. As the narrative unfolds, the parents are surprised to see a young woman, who is revealed to be Arpita, their long-estranged transgender daughter.

Experts argued that the ad promotes inclusivity and acceptance of diversity, but critics claimed that the choice to portray the transgender person as a Hindu rather than a Muslim was intentional. Additionally, critics stated that the ad imports Western ideals, which may be irrelevant to India and potentially harmful to children.

“Advertisement being twisted on the basis of religion is worrying. The brand is consistent with its approach and theme. As long as it shows commitment to that, the built-up outrage will be short-lived in terms of duration and impact,” said Karthik Srinivasan, communications strategy consultant.

About two weeks back, Starbucks also released its digital ad for the 1+1 drink offer. Akbar And Anarkali It also sparked a controversy on social media, with many users complaining that in a Hindu-majority country it was running an ad depicting Muslims.

Srinivasan said, “Now, when an advertisement is showing Hindus as warmth, love, understanding and comment, the comment has again been turned into hate.”

In the past, there have been many similar outrages against brands, such as Unilever’s Surf Excel Holi ad, where outrage erupted over a Hindu child helping a Muslim child and why not the other way around.

Tata Group’s Tanishq ad had a similar story, where people questioned the warmth and love shown by a Muslim family towards a Hindu bride. The advertisement showed a pregnant Hindu woman being carried by her Muslim mother-in-law to a baby shower ceremony. At the time, the ad was criticized for allegedly promoting “love jihad”.

Experts said the unity of thought, inclusivity and being in tune with love will position the brand well. Starbucks has maintained its approach, creating similar advertising campaigns in the UK, and continues to support the transgender community. In 2012, EO Howard Schultz said the company would donate $1 million to pass gay marriage in the US.

In 2015, it was one of the first companies to file an amicus brief in support of marriage equality in its Supreme Court. “I love the Starbucks ad. It reflects the changing realities of the society. And a mirror to a new world. But these days the reaction can be for any reason,” said advertising giant Sandeep Goel, managing director, Redifusion Brand Solutions he said. A storm in a coffee cup and will soon blow up”, he said.

Aditya R., CEO and MD of creative agency DDB Mudra Group. Kanthi said, “The topic is relevant at this point as the matter is being discussed where the courts are involved and the brand is not trying to instigate a conversation that is irrelevant. As citizens, businesses and brands, there should be room to do this, as long as it is done responsibly. People have a right to insult in a democracy, as long as it is not to incite hatred, but to promote a valid point of view on a controversial topic, although it may have some short term challenges, it is unlikely to have an impact . overall business in the long run.”