Tea-time in India is more than just a break—it’s a cherished ritual. Recognizing this deep-rooted tradition, Tata Soulfull, a brand under Tata Consumer Products, is redefining tea-time indulgence with its latest launch: Tata Soulfull No Maida Rusk. Offering a healthier twist on a classic favorite, the brand has teamed up with renowned actor Manoj Bajpayee to celebrate the personal touch every Indian brings to their chai moments.
Unlike conventional rusks that contain refined flour (maida), Tata Soulfull No Maida Rusk delivers a crunchier and more wholesome experience. Available in delicious Elaichi and Butter flavors, it retains its crispness even after being dipped in tea—making it an ideal companion for a strong cup of chai.
The brand’s latest campaign, featuring Manoj Bajpayee, revolves around the tagline ‘Har Chai ko Apni Chai Banaye,’ celebrating how Indians personalize their tea rituals. The humorous master film showcases Bajpayee in a formal tea setting, where he disrupts the overly refined atmosphere with his desi chai habits. His relatable approach contrasts the stiffness of Western-style tea etiquette with India’s beloved kadak chai culture, perfectly aligning with the brand’s message.
Rasika Prashant, CMO of Soulfull, emphasized the significance of this launch, stating, “Tea and rusk go hand in hand in Indian households, but most rusks contain maida, which many consumers wish to avoid. With Tata Soulfull No Maida Rusk, we’re offering an alternative that delivers on both taste and crunch. Our campaign brings humor and relatability to the conversation, reinforcing that Tata ka Rusk makes every chai moment truly your own.”
The campaign, conceptualized by The Womb, extends beyond the main film, incorporating a series of digital shorts that highlight the product’s key attributes—no maida, delicious taste, and unmatched crunch.
Suyash Khabya, CCO at The Womb, shared insights into the campaign’s inspiration: “The idea was simple—British tea culture is often considered sophisticated, but it lacks the warmth and flavor of an Indian chai moment. So, we got Manoj Bajpayee to introduce Tata Rusk in a humorous and unforgettable way. The setting is unique, the humor is subtle, and the brand integration is seamless.”
Speaking about the campaign, Manoj Bajpayee remarked, “A great cup of chai deserves the perfect snack. Tata Soulfull’s No Maida Rusk offers just that—a crispy, flavorful treat without the guilt of maida. I’m excited to be part of a campaign that blends humor, tradition, and innovation, making chai moments even more enjoyable.”
