Curativity has collaborated with Starbucks India to launch their new classic drink. The agency was responsible for the campaign’s creative concept and script.
As per the company, this beverage is a tribute to India, inspired by its rich coffee heritage and the love for classic flavours. The beverage’s blend of flavours is a result of meticulous curation, ensuring a satisfying taste that resonates with Indian palates.
Watch the campaign here:
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Speaking about the development, Aarti Srinivasan, Head of Creative, Curativity, said, “An unending lecture on your least favourite subject, slow moving traffic with bad songs on the radio or a dance rehearsal where you are on the last row, in the extreme left, totally unseen. For such and many more moments of everyday ‘Pakau’, Starbucks now has a ‘Sujhao’. Enter Classic Coffee, specially crafted for those looking for familiar, homely taste and classic Indian aroma. We enjoyed all our conversations with the Starbucks team (over many cups of coffee) to bring this idea alive and feel this will totally resonate with our audience and make Classic Coffee, a go-to-drink and Starbucks, a must-go adda to fix all their pakao.”
Further, Neha M Dhanani, Head of Business, Curativity, said, “We are proud to have partnered with Starbucks India on this exciting project. We believe that Classic Coffee will stand out as a new and exciting offering from Starbucks, offering a daily drinkable option that feels both familiar and fresh. It’s designed to be your go-to ‘fix’ for everyday moments, whether you’re at work, studying, or simply need a mental or physical boost.”
Credits:
Starbucks India Team–
Mitali Maheshwari- Head- Product and Marketing
Chandni Patel- Lead Brand Marketing
Adrit Mishra- Chief Operating Officer
Taashi Thukral- Assistant Manager (Product and Marketing)
Vrudhingat Bhoir- Product and Marketing
Curativity Team–
Neha M Dhanani- Head of Business
Aarti S.- Head of Creative
Fazal Sayyed- Account Manager
Reshma Nair- Group Head- Art
Altamash Jaleel- Creative Group Head Copy and Director of the film
