Directions to India where a controversial Starbucks ad…

The American company has a presence in India with more than 300 stores installed in forty cities. To increase its fame, brands with unlikely coffee names want to, and to its credit, support the cause of transgender people.

The ad features an elderly couple at Starbucks. The father tries to call his son Arpit who is running late. Mother asks her not to be angry this time. The door opened on a young woman. The father got up to order coffee.

And here’s what follows:

Is the transgender subject the problem?

On Facebook and Twitter this ad has been viewed 12 million times, we’ve literally found the worst and the best comments. What you will find, on the other hand, only in India and nowhere else is cultural criticism.

In fact, some Indian Internet users feel wronged by these Western companies wanting to teach them lessons on topics they have known and practiced for thousands of years. Let’s do some Hindu mythology:

When Lord Rama was expelled from his kingdom, people started following him into the forest. He then said, “Men and women, dry your tears and go home.” Everyone left, except for the “hijras” who were neither male nor female.

For this reason, the hijras have always had a special place in Hinduism. They are often invited to weddings for good luck, and giving them alms is a good deed.

So they have a real place in this society?

Yes, although here it is not a question of idealizing their situation: they are often forced into prostitution and sexual abuse. But India tried in 2014 to find a solution. Since then, legally there is a 3rd gender, for transgender people.

In a way, India is ahead of the West, including in advertising! 2 years ago, a very famous Indian jeweler, Bhima, also introduced himself through a much more radical advertisement than Starbucks!

We see a young man becoming a woman, helped by his family, from father to mother and grandparents, who offer jewelery as a sign of love and acceptance. Obviously, in the Indian context, Starbucks is almost too coy!