New Delhi: Coffee giant Starbucks has launched a new ad campaign and has come under fire for promoting the ‘Woke culture.’ So much so, that the hashtag “Boycott Starbucks” is trending on Twitter.
On Wednesday, a campaign was launched by the American coffeehouse chain with the title ‘it starts with your name’ to give a message of acceptance and inclusivity in society. Under the campaign, a video was shared by Starbucks India which featured a transgender woman who was meeting her parents at one of its outlets.
In the video, a transgender woman “Arpita” appears to be meeting her parents after a long time. Her father looks upset over something, while the mother tries to calm him down.
When Arpita reaches the coffee shop, she introduces herself to her parents as “Arpita and not Arpit”, which was her birth name. Her initially hesitant parents finally accept her actual identity and the ad ends with the three enjoying the Starbucks together after her father reassures her, “You will always be my child. Just a single letter has been added to your name.”
Starbucks India captioned the viral post, “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.”
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. 💚 pic.twitter.com/DKNGhKZ1Hg
— Starbucks India (@StarbucksIndia) May 10, 2023
Within no time, the campaign faced severe backlash on Twitter, as people criticised it for promoting the “Woke culture”.
“Fail to understand the need for a multinational to get into sensitive topics in a country of hypersensitive people. Huge dent in the brand!!”, wrote a user. Starbucks be like “We are WOKEs! So let’s all be WOKEs together!!”, another user said.
“Tata is big time woke. They own Starbucks, Tanishq (remember that ad?). They fund The Wire, Harvard, Cornell, etc. But are smart enough to sell their products with nationalism (desh ka namak, desh ke truck, army themed ads). Funds all political parties good as well,” wrote a social media user.
Tata is big time woke. They own Starbucks, Tanishq (remember that ad?). They fund The Wire, Harvard, Cornell, etc. But are smart enough to sell their products with nationalism (desh ka namak, desh ke truck, army themed ads). Funds all political parties good as well.
— THE SKIN DOCTOR (@theskindoctor13) May 11, 2023
I’ve never been to Starbucks. Nor am I going to be there ever. These propaganda resonates with only 10% Indian population. Take this down or do business with only 10% of India.
— Chow (@Lokatochupake) May 11, 2023
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