Tata Starbucks: Launching the World's First 100% Vegetarian Starbucks in Tirupati
- Client: Tata Starbucks
- Location: Tirupati, Andhra Pradesh
- Scope: Influencer Marketing (Pre-Launch & Post-Launch)
- Highlight: World’s First 100% Vegetarian Starbucks
- Objective: Regional Awareness, Cultural Fit, Organic Footfall
The Challenge
Starbucks was launching its first-ever pure vegetarian outlet in Tirupati — a city deeply rooted in tradition, yet with a growing, modern audience.
The brand needed to strike the right balance: build excitement and trust without seeming disconnected or commercial in a sensitive, culture-first city.
Our Objective
- Position Starbucks as culturally sensitive and globally aspirational
- Generate awareness around the “100% vegetarian” uniqueness
- Drive organic content and credibility via regional creators
- Ensure the campaign did not feel forced or out-of-place
What We Did
- Influencer Curation: Shortlisted regional creators (Telugu-speaking + AP-based) known for family content, temple vlogging, and regional lifestyle to align with Tirupati’s sentiment.
- Cultural Sensitivity: Co-created stories around vegetarian purity, premium experiences after darshan, and “global brand with local respect” narratives.
- Launch-Phase Collaboration: Ran a 2-phase influencer activation (pre-launch tease + post-launch experience), with creators highlighting ambience, vegetarian offerings, and spiritual alignment.
- Localized Messaging: Campaign hashtags and scripts were in Telugu-English mix, reinforcing authenticity and local connect.
Results
- 5M+ organic impressions in launch month
- 40+ regional influencers activated in 3 weeks
- Became the top checked-in café in Tirupati on Instagram
- Improved acceptance among both tourists and locals
- Content was reshared by official Starbucks India channels