Tim Hortons | ‘BeYouAtTimHortons’ – Welcoming Authenticity
Problem Statement:
Tim Hortons faced the challenge of entering India’s competitive premium coffee market while standing out among established players. The brand needed to introduce its iconic offerings while creating a unique, emotional connection with Indian consumers. It aimed to establish itself not just as a café but as a welcoming, inclusive space that resonated with the local culture and lifestyle.
How did we #BreakTheBox?
Tim Hortons launched the ‘BeYouAtTimHortons’ campaign to celebrate individuality and inclusivity, positioning its cafés as a "third place" where consumers could feel at home. Relatable video content highlighted moments of connection, while the Mumbai-specific tagline “Pudhil Station Tim Hortons” reflected the city’s fast-paced train culture. A multi-channel strategy—including OOH, influencer events, print, and social media—amplified the brand’s message, achieving 5.1M reach and 135K+ engagements.
The campaign drove long queues, significant foot traffic, and established Tim Hortons as a premium café experience, fostering connection and authenticity while redefining India’s coffee culture.