Situation:

Starbucks in India was perceived as premium, foreign and expensive.

Brief:

Breaking down the perception barriers and reach out to a broader audience, making people see Starbucks as accessible, inclusive, warm and welcoming.

Objectives:

To get people in Tier 1 and 2 cities to consider Starbucks as an accessible hangout where they can be themselves and feel at home with their friends, colleagues or family.

In our film, casting was crucial for authentic storytelling. Siya, a transgender girl who lived the experiences portrayed, pulls the audience into the narrative with her real emotions, making them empathize with the protagonist's quest for family acceptance. Without such authentic casting, the story risks tokenism. Moreover, in India, transgender individuals are often stereotyped as beggars or wedding performers, disregarding their desire for ordinary lives. It was essential to represent them realistically as people facing common challenges and aspirations. This approach aligns with our responsibility as storytellers and a brand to portray diverse experiences accurately.