A new Starbucks advertisement has recently caught the attention of online users, as it boldly promotes the rights of transgender individuals. However, a section of social media is actively slamming the coffee giant for its perceived messaging in the ad.
The advertisement showcases a heartwarming scene where a transgender woman reunites with her father after a prolonged period of separation. The emotional encounter culminates in a heartfelt reconciliation as they share a moment over cold coffee at a Starbucks outlet.
The protagonist of the advertisement, previously named “Arpit” by her parents, now identifies as “Arpita.” While she has a strong bond with her mother, who joins her at the Starbucks outlet, her father has not fully embraced her new identity yet.
The advertisement opens with the parents anxiously waiting for Arpita at Starbucks. The father, visibly uneasy, hesitates but ultimately dials her number, still saved as “Arpit.” Finally, Arpita enters the café and warmly embraces her parents. Overwhelmed with emotions, the father then proceeds to the café counter to place an order for their coffee.
To Arpita’s delight, she is pleasantly surprised when the Starbucks barista announces, “Three cold coffees for Arpita.” In that moment, it becomes evident that her father has embraced her new name and identity. By requesting “Arpita” as the name to be written on the coffee cups—a quintessential Starbucks tradition—he affirms his acceptance and support for her.
“Beta, you are still my kid. Only a letter has been added to your name,” the father reassures her.
“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,” Starbucks India tweeted, with the hashtag #ItStartsWithYourName.
“…to see something inclusive and non-judgemental in these days of polarizing communications and weaponized hate… is genuinely welcome,” Communications Strategy Consultant Karthik Srinivasan tweeted.
“Initiatives like this that will help rid our heavily prejudiced world of transphobia. Bravo,” Twitter user Sanjeev Verma posted.
However, the ad faced backlash from a particular segment of the internet, which directed their criticism towards Starbucks for their advertising campaign.
Starbucks is not the only brand in India to have encountered backlash for an advertisement. In 2020, renowned jewelry brand Tanishq faced significant social media trolling and was compelled to remove an ad showcasing an interfaith baby shower. Similarly, in 2021, ethnic wear brand FabIndia faced boycott calls on social media due to its “Jashn-E-Riwaaz” festive collection. These incidents highlight the challenges faced by brands when their advertisements become subjects of controversy and social media scrutiny.
