Starbucks India Invites Coffee Fans to “Take a Blonde Turn”

Starbucks India is celebrating the art of personalisation with its new “Take a Blonde Turn” campaign, centred on the light, smooth Blonde Espresso Roast now available across all stores at no extra charge.

The Ad Narrative
The campaign film rolls out in-store scenes—a barista grinding beans, pulling a double shot of blonde espresso, and steaming almond milk for a Blonde Almond Flat White—highlighting the simple pleasures of everyday coffee rituals.
The narrative also follows groups enjoying limited-edition beverages like the Pecan Iced Shaken Espresso and Date Cortado, crafted with blonde espresso and plant-based milk to complement India’s monsoon mood.
These drinks showcase how the Blonde Roast's mellow citrusy notes shine through in customized creations.

Mitali Maheshwari, Head of Product and Marketing at Tata Starbucks, notes that the campaign mirrors a “shift in coffee preferences, with more individuals seeking personalised and approachable options.” She adds that the light roast “reinforces our intent to make customisation accessible and part of the regular experience.
Alongside the consumer-focused storytelling, Starbucks supported the campaign with celebratory events like Blonde Roast Day on 5 July and a culture-forward evening during MAMI Bombay featuring Blonde Roast Tiramisu—underlining its growth strategy of adapting to local tastes while fostering innovation.

The Motive

By inviting customers to "take a Blonde turn," Starbucks India highlights the possibility that each cup can be customized to preference—reiterating the brand's thrust towards flexibility, innovation, and richer appreciation of everyday coffee rites. 
The campaign is part of Starbucks India’s broader strategy to adapt to changing consumer tastes by providing greater flexibility in beverage selection.

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