Starbucks India Launches Customisation-Focused “Take a Blonde Turn” Campaign

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Starbucks India has unveiled its “Take a Blonde Turn” marketing campaign, aimed at highlighting personalization in daily coffee rituals through the brand’s Blonde Almond Flat White and other bespoke offerings. This move underscores a growing consumer preference for tailored experiences over one-size-fits-all beverages in 2025.

The campaign centers on a short film set inside a bustling Starbucks café. It follows a customer ordering a Blonde Almond Flat White—emphasizing the full preparation process from bean grinding to almond milk froth—while subtly showcasing other limited-time beverages, such as the Date Cortado and Pecan Iced Shaken Espresso, being enjoyed by other patrons. The visuals aim to reinforce Starbucks’ proposition: the power of customization woven into everyday moments.

Mitali Maheshwari, Head of Product & Marketing at Tata Starbucks, explains:

“Take a Blonde Turn reflects a shift in coffee preferences, with more individuals seeking personalised and approachable options. The Blonde Espresso Roast offers a lighter flavour profile, and the campaign reinforces our intent to make customisation accessible and part of the regular experience.”

This campaign aligns with Starbucks India’s broader brand strategy announced earlier this year, which included expanding store count to nearly 1,000 by 2028 and doubling local employment. However, Starbucks recently slowed its pace of expansion—opening only 16 new stores in Q4 FY24 versus its 30-store target—to adapt to reduced consumer spending amid inflationary pressures. Nevertheless, it remains committed to growth in core metro areas—a strategy supported by marketing efforts that enhance everyday appeal.

By spotlighting approachable customization and everyday rituals, Starbucks India aims to deepen customer affinity. In a market where brands face budget-conscious consumers, personalization-driven campaigns help reinforce relevance and encourage repeat visits.

Starbucks India’s “Take a Blonde Turn” campaign showcases a strategic pivot: moving beyond premium branding to emphasize customization and routine comfort. As part of its measured expansion, this initiative positions the brand to stay connected with everyday consumers navigating tightening budgets.