‘Why wait for your brew, when you canDrive-Thru’, says Tata Starbucks
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.”