To mark the opening of its 100th store and 5-year anniversary in India, Tata Starbucks rolled out a one-day INR 100 beverage offer. The goal? Thank loyal customers and attract new ones—by getting them to show up, sip, and celebrate across cities.
Though loved by many, Starbucks was still seen as an aspirational brand. This milestone was the perfect moment to invite every coffee lover, especially the youth, to experience it—at an irresistible price.
We created organic FOMO by promoting the offer through youth-centric media and influencers. Partnering with Curly Tales kicked things off, followed by widespread coverage across platforms like Little Black Book, So Delhi, and NDTV Food. Influencers amplified the buzz using #Starbucks100 and #StoryInEveryCup.
• #Starbucks100 trended nationwide
• Massive queues formed across all outlets
• 4x transactions and 2x revenue on the day
• 8x beverages served
• 363 editorial stories with 616M+ reach
• 104M+ social engagements
• PR value of 152M+