Tata Soulfull, a prominent brand from Tata Consumer Products, renowned for its millet-based snacks and packaged foods, is transforming India’s cherished tea-time tradition with the launch of Tata Soulfull No Maida Rusk.
The introduction is highlighted by a creative marketing campaign starring renowned actor and brand ambassador Manoj Bajpayee, who is seen promoting the product with the tagline, ‘Har Chai ko Apni Chai Banaye’ (Make Every Chai Your Own). This message underscores the personal and unique way Indians enjoy their chai.
Rusks have long been a staple of tea-time in India, but most conventional options contain maida (refined flour). Tata Soulfull No Maida Rusk offers a healthier alternative with no maida, making it a more wholesome choice for tea lovers. Available in flavours like aromatic Elaichi and rich Butter, it maintains a satisfying crunch even after dipping in tea.
The heart of the campaign features a fun master film where Bajpayee enhances a formal tea experience by pairing a dull tea with the crispy Tata Soulfull No Maida Rusk. The film plays on the contrast between formal tea etiquette and India’s love for a "kadak chai" (strong tea), turning a rigid setting into a fun, soulful chai moment. Manoj Bajpayee’s relatable persona embodies the core message of Tata Soulfull No Maida Rusk—high quality and deeply rooted in Indian tradition.
Rasika Prashant, CMO of Soulfull, commented, "Chai and rusk are an inseparable duo in Indian households, but most rusks contain maida, which isn’t preferred for everyday consumption. With Tata Soulfull No Maida Rusk, we’re addressing this gap by giving consumers an alternative choice that delivers on taste and crunch. Through this campaign, we bring humor and relatability to the conversation, showing how choosing Tata ka Rusk makes every chai moment, truly your own. Manoj Bajpayee's warmth and authenticity helps us connect with consumers across India in a way that feels natural and engaging. This product and campaign demonstrate our understanding of evolving consumer preferences while honoring India's cherished chai culture. We're not just launching a product – we're reimagining a ritual that millions of Indians hold dear.”
The campaign, conceptualised by creative agency The Womb, includes a series of digital short films that complement the main advertisement. Each digital film highlights a unique proposition of Tata Soulfull No Maida Rusk—no maida, great taste, and satisfying crunch.
Suyash Khabya, CCO of The Womb, shared, "Who doesn’t want to have Tea with the Queen at the Buckingham Palace? But unki chai boring hai, bland hai. So that's where we got Manoj to pull out Tata Rusk and enjoy his tea. The setting is bizarre. The humour is subtle, the brand integration is perfect. It's simple, yet unignorable. Everyone from UP to Bihar to even Mumbai would love to be in front of the British Queen and show her our way of doing things. Hum jaise hai, waise hai!"
Actor Manoj Bajpayee commented, “I’ve always believed that a good cup of tea deserves the perfect companion. Tata Soulfull’s No Maida Rusk brings just that – a crunchy, flavorful treat without the compromise of maida. This product redefines chai-time rituals, offering a wholesome yet indulgent option for tea lovers like me. It’s exciting to be part of a campaign that blends humor, tradition, and innovation. With Tata Soulfull No Maida Rusk, every chai moment truly becomes your own.”
Currently, the product is being launched in North, East, and Central India, with plans to expand to other regions. The campaign will be promoted across TV, OTT platforms, social media, influencer partnerships, and on-ground activations. This multi-channel approach aims to raise awareness and drive trials, especially among consumers who seek a wholesome alternative without compromising on taste.
