Ad gurus criticize Starbucks boycott call over latest ad

Experts argued the ad promotes inclusivity and acceptance of diversity, but detractors claimed that the choice to portray the transgender individual as a Hindu rather than a Muslim was deliberate

- Varuni Khosla

Advertising experts have come to the defence of Starbucks’ new digital campaign, saying the boycott call over an ad, where a Hindu transgender woman is reuniting with her family, was “really unfortunate". Soon after the launch of the ad earlier this week a section of social media users went on an offensive both on Youtube and Twitter calling for boycotting the coffee giant.

It Starts With Your Name campaign tells the tale of an elderly couple waiting to meet their son Arpit in a coffee shop. As the narrative unfolds, the parents are surprised to see a young woman approach them, revealed as the long-estranged transgender daughter, Arpita.

Experts argued the ad promotes inclusivity and acceptance of diversity, but detractors claimed that the choice to portray the transgender individual as a Hindu rather than a Muslim was deliberate. Additionally, critics said the ad imports Western ideals, which maybe irrelevant to India and potentially harmful to the children.