The 360-degree campaign, designed and conceptualised by WATConsult, marks Tata Starbucks’ foray into the drive-through space…
Mumbai, 14th August, 2020: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, has launched a 360-degree campaign for the global coffeehouse brand, Tata Starbucks. Titled, ‘Why wait for your brew, when you can Drive-Thru’, the campaign marks the brand’s foray into the drive-thru space for the first time in India. For the record, the brand inaugurated its first drive-thru outlet in India at Dhillon Plaza, Ambala Chandigarh Expressway, Singhpura in Zirakpur on July 10, 2020.
There are certain attributes of aspiration and playfulness, which over the years, have come to be associated with everyone’s favourite Starbucks cup. Hence, an interesting illustration was used to leverage the iconic Starbucks cup, transforming it into a drive-thru store atop a highway, beautifully capturing all the core elements. The approach was developed keeping in mind the convenience offered by the drive-thru format, in terms of the fast, easy and on-the-go service.
In order to familiarise the people of Chandigarh to the addition of a Starbucks drive-thru store, quirky hoardings have been strategically placed in four of the city’s most prime locations. The campaign is further supported by offering a sneak peek to consumers through the brand’s digital platforms. Additionally, aesthetically designed print advertisements have been published across news-dailies, spreading out through a week for maximum reach. While the teasers created intrigue for the new experience, the agency later revealed the look and feel of the outlet in the launch creatives.
Commenting on the campaign, Deepa Krishnan, Head of Marketing, Digital, Loyalty and PR, Tata Starbucks said, “Tata Starbucks is proud to have achieved this new milestone as part of our incredible journey in India. The new campaign ‘Why wait for your brew, when you can drive-thru’ is aimed to establish the drive-thru as an agile and safe solution in the present times. The interesting illustration of the Starbucks Cup has helped us engage with our customers and position our drive-thru message in a creative and unique way.”
Expressing her views on the same, Heeru Dingra, CEO, WATConsult added, “As Tata Starbucks forays into the ‘drive-thru’ restaurant space, we have created a full-fledged 360-degree solution for the brand. The campaign has been tactfully conceptualised and spans across various advertising channels including Digital, Out of Home (OOH) and Print. To connect well with its consumers in Chandigarh, we seamlessly synchronised and brought together the salient features of the brand with the drive-thru launch and Chandigarh as a city.”
About Tata Starbucks Private Limited
Starbucks entered the Indian market in October 2012 through a 50/50 Joint Venture with Tata Consumer Products and currently operates 187 stores in India across Mumbai, Delhi NCR, Hyderabad, Chennai, Bengaluru, Pune, Kolkata, Chandigarh, Ahmedabad, Surat and Vadodara through a network of over 2,000 passionate partners (employees). Starbucks stores are operated by the joint venture, TATA Starbucks Private Limited, and branded as Starbucks Coffee – “A Tata Alliance.”
About WATConsult:
WATConsult is the globally awarded hybrid digital agency from the house of Dentsu Aegis Network. It has 5 other verticals, Audientise, SocialCRM24*7, eCommencify, InnoWAT, and Recogn, which offer varied digital services. It has received more than 200 awards and recognitions in the field of digital media marketing including a GRAND PRIX at Prague International Advertising Festival. It is the only Indian Digital Agency to have made its way to Cannes Lions 2018. Recently, the agency won a Gold in ‘Thriving Culture’ category at Social Samosa AgencyCon Awards and attained ‘The Best workplace & People development’ title by Business Leader awards.
It has won 11 Agency of the Year awards including: ‘The Digital Agency of the year’ at Social Samosa’s AgencyCon awards 2020; The most influential digital agency of the year in 2019 by Brand Equity Agency Reckoner; ‘Display Agency of the Year at Digixx 2018; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards 2017; Marketing Agency of the Year at MCube 2017; Digital Agency of the Year at Delhi Ad club awards 2017; Digital Agency of the year at DOD awards 2016; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards; ‘Boutique Media Agency of the Year’ at Media Ace Awards 2015, Mumbai, ‘The Social Media Agency of the Year 2014’ at Socialathon Delhi and ‘The Most Progressive Digital Agency Award’ at CMO ASIA Singapore.
About Dentsu Aegis Network India
Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, dentsu X, Taproot Dentsu and DentsuWebchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and MerkleSokrati.
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