Several social media users voiced their concerns, with one commenting on Starbucks India’s official page, “It’s alarming to see how quickly our cultural heritage is being eroded. Certain ideological forces seem determined to normalize ideas that undermine the very essence of our long-standing traditions. This isn’t a coincidence—it’s a calculated effort.”
A longtime Starbucks patron also weighed in, expressing disappointment with the campaign. “I’ve spent thousands of rupees at Starbucks every year, but I fail to understand why @StarbucksIndia feels the need to launch a ‘woke’ campaign. Why not simply focus on their coffee and service? Their customer experience is already exceptional. Who comes up with these emotionally manipulative ads that don’t resonate with the majority of Indians? Maybe it’s time to shift my loyalty to Thirdwave Coffee, which provides equally great beverages and service without unnecessary messaging.”
Another social media user directly criticized the company, writing, “@Starbucks, what exactly are you trying to promote? Stop imposing this culture on us. We don’t need to be lectured about values that don’t align with our traditions. We are Bharatvasis, deeply proud of our civilization and customs. This isn’t Bollywood—we don’t need foreign narratives infiltrating our culture. #KaranJohar #BollywoodVultures”
Many questioned the effectiveness of such advertising strategies, arguing that they alienate a large section of consumers. One user posted, “I don’t understand why brands insist on doing this. These campaigns push away more people than they attract. Whatever happened to smart, inclusive marketing? They’re literally throwing money down the drain just to engage in virtue signaling.”
The controversy surrounding Starbucks India’s advertisement highlights the growing tension between global brands attempting to tailor their messaging for local markets and the resistance from consumers who feel these efforts are out of touch or politically driven. As businesses navigate the complex balance between global outreach and regional sensitivities, the debate over corporate messaging in India continues.