Starbucks India Release New Trans-Inclusive Advert
May 15, 2023On May 10, Starbucks India released a new advertisement featuring a trans woman as part of their new 'It Starts With Your Name' campaign. This new marketing initiative aims to display the diversity and inclusion standards currently being implemented by the coffeehouse chain.
The advert opens with an older Indian couple, sat at a table in Starbucks. The man tries calling a young contact on his phone with the name ‘Arpit’, to no response. The woman tells the man to “not get angry this time,” and a younger woman walks into the coffeehouse. After greeting the couple, she thanks the man – revealed to be her father - for agreeing to meet with her, and reflects upon the last few years being a difficult time. She then tells her father that he still means the world to her.
The man abruptly leaves the table to order a coffee from a barista, before returning and commenting that his daughter's nervous habits are the same as ever. The Starbucks barista then calls out for ‘Arpita’, to which the young woman responds emotionally. She turns to her father, who tells her “For me, you are still my kid. Only a letter has been added to your name,”. They hold hands and drink their beverages, laughing together.
The advert has received a mixed reception since its release. Many have praised it for providing groundbreaking representation from a popular global brand, especially in the current anti-trans climate in the media. However, it has also received a lot of attention from transphobic viewers, expressing a desire to boycott the company because of the advertisement.
The social media account for Starbucks India posted the advert alongside a tweet, proudly expressing solidarity with the transgender community.
“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.”
A father posted his support for the advert and his children, writing “As a father, some of us might be old school or opinionated, but never ever have any doubt about our love for our children. It still trumps everything in the end. My kid dresses however they want and if you say something about it you and I will have to have a talk.”
Another user wrote “This ad hit hard, given the absolutely horrific levels of transphobia in the UK.”
Though the video received support from LGBTQ+ activists and those with a progressive outlook, these comments appeared among a tirade of transphobic hate messages. This anti-trans narrative continues on from the ongoing boycott of Bud Light for partnering with transgender TikTok star Dylan Mulvaney earlier this year.
Both Mulvaney and managers at Bud Light discussed the levels of hostility they have faced for this campaign, up to and including death threats for Mulvaney’s involvement. However, a poll recently revealed that 53% of beer drinkers support brands that feature trans spokespeople, suggesting that the hate comments being left on Starbucks India are simply a very vocal minority.
Watch the full Starbucks India video here, as part of their ongoing 'It Starts With Your Name' campaign.
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