Starbucks India’s viral ad on trans inclusivity divides the internet

The ad has been praised by many for its message of acceptance and inclusivity. However, on the other hand, it has also been criticised by some for being "too woke"

Starbucks India's ad sparks controversy (Source: Starbucks India/Twitter)

Starbucks, the multinational coffee chain, has stirred up controversy with its latest campaign promoting trans inclusivity, adding fuel to the ongoing debate over queer rights in India. Starbucks India on Wednesday launched an ad, directed by Gaurav Gupta and featuring transgender model and actor Sia, titled ‘It Starts With Your Name’ featuring a transgender woman meeting her parents at a Starbucks outlet.

It shows a transgender woman named Arpita who is going to meet her parents seemingly after a long time. The ad begins with Arpita’s parents waiting for her at a Starbucks outlet. The father is visibly upset, while the mother is trying to calm him down. When Arpita arrives, she introduces herself as Arpita, not Arpit, her birth name. Her parents are initially hesitant, but they eventually come to accept her for who she is. The ad ends with Arpita and her parents enjoying a cup of coffee together. “Beta, you will always be my child. Just a single letter has been added to your name,” her 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. #ItStartsWithYourName,” Starbucks India captioned the post.

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 ad has been praised by many for its message of acceptance and inclusivity. However, on the other hand, it has also been criticised by some for being “too woke”.

“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,” a user wrote.

Tata is big time woke. They own Starbucks, Tanishq (remember that ad?). They fund The Wire, Harvard, Cornell, etc. But are smart enough to sell their products with nationalism (desh ka namak, desh ke truck, army themed ads). Funds all political parties good as well.

— THE SKIN DOCTOR (@theskindoctor13) May 11, 2023

Another tweeted: “Way to go. Thank you for standing up for this.”

I’ve never been to Starbucks. Nor am I going to be there ever. These propaganda resonates with only 10% Indian population. Take this down or do business with only 10% of India.

— Chow (@Lokatochupake) May 11, 2023

One user wrote: “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!”

Dear Starbucks,

These days common sense is very uncommon so some bigots wont understand the emotion.

This is an incredible ad so let’s hope that the LGBTQ+ community finds more such allies .

— Vimal (@VimalINC) May 12, 2023

“Why’s everyone crying? We wanted development. This is development. This is exactly what comes with development,” a user tweeted.

Can’t believe people have problem with this ad too? We becoming so rigid to our belief systems that anything that tries to show us the other side will be trolled and abused. A society damaged beyond repair.

— Parikshit Shah (@imparixit) May 12, 2023

“I am a huge Starbucks fan. Virtually spend thousands of rupees in their coffee shop every year. But still, I can’t believe why @StarbucksIndia would launch a woke campaign in the name of advertisement. Can’t they just market their coffee and service to India? Their service is the best in the world. Who designs such campaigns to guilt trip people which don’t appeal/apply to even 0.1 % of Indians? Perhaps I should my allegiance to Thirdwave coffee which has better coffee and equally good service and interiors like #Starbucks,” Another user wrote.

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