New social campaign aims to 'connect' people

In times when digital is the way to go, people like to connect with each other over social networks rather than taking out time from their busy schedule to meet their loved ones. But a new campaign aims at facilitating "human connection".

Global coffee company Starbucks, in a joint venture with Tata Starbucks Limited, has rolled out a global marketing campaign aimed at reminding consumers how the coffee brand has helped to "facilitate human connection".

Its social campaign "Meet me at Starbucks", which dwells the idea that "good things happen when we get together", shared by real customers in Starbucks stores, started Monday.

The thought is brought to life through a series of 30 second unscripted films shot in-store across 28 countries. Each of these videos capture millions of those people who get together at Starbucks stores every day -- and the various stories they have to tell.

Speaking about the brand campaign, Manmeet Vohra, director (Marketing and Category), Tata Starbucks Ltd, said: "Today we have a million ways of reaching out to each other via technology, but nothing comes close to meeting someone for that personal moment of connection.

"'Meet Me at Starbucks', is a celebration of the simple truth: Good things happen when we get together. When we meet, we get closer, we give more joy and we connect better."

The company entered the Indian market in October 2012 and currently operates fifty nine stores in India across Mumbai, Delhi NCR, Pune, Bengaluru, Chennai and Hyderabad.