The Business Bytes
THEBUSINESSBYTES BUREAU
MUMBAI, MARCH 28, 2025
Tata Soulfull, a leading brand under Tata Consumer Products known for its nutritious millet-based snacks, is redefining India’s cherished tea-time ritual with its latest innovation — Tata Soulfull No Maida Rusk. This launch is accompanied by a compelling marketing campaign featuring renowned actor and brand ambassador Manoj Bajpayee, built around the tagline ‘Har Chai Ko Apni Chai Banaye’, which celebrates the personal and unique ways Indians enjoy their tea.
Rusks have long been a staple in Indian tea-time traditions, but conventional options typically contain maida (refined flour). Tata Soulfull No Maida Rusk, however, offers a wholesome alternative with no maida, making it a healthier choice without compromising on taste or texture. Available in Elaichi and Butter flavors, these rusks retain their crunch even after dipping in tea, ensuring a satisfying chai-time experience.
At the heart of the campaign is a masterfully crafted film where Manoj Bajpayee brings a stiff and formal tea-time setting to life by introducing the crunchy and flavorful Tata Soulfull No Maida Rusk. The film humorously contrasts the etiquette of traditional tea-drinking with India’s love for kadak chai moments, turning an overly refined gathering into a soulful, enjoyable experience. With his signature grounded and relatable persona, Bajpayee embodies the ethos of Tata Soulfull No Maida Rusk—high-quality, truly desi, and irresistibly tasty.
Speaking about the launch, Rasika Prashant, CMO, Soulfull, stated, “Chai and rusk are an inseparable duo in Indian households, but most rusks contain maida, which many consumers prefer to avoid in their daily diet. With Tata Soulfull No Maida Rusk, we are bridging this gap by providing a delicious, crunchy alternative. This campaign brings humor and relatability to the conversation, showing how ‘Tata ka Rusk’ transforms every chai moment into something truly personal. Manoj Bajpayee’s warmth and authenticity help us connect with audiences across India in an engaging and natural way. This launch is not just about introducing a product — it’s about reimagining a ritual that millions of Indians hold dear.”
Conceptualized by The Womb, the campaign features a series of digital short films in addition to the main ad film, all starring Bajpayee. Each digital film highlights the unique selling points of Tata Soulfull No Maida Rusk — no maida, superior taste, and an unmatched crunch.
Suyash Khabya, CCO, The Womb, shared insights into the campaign’s creative direction, stating, “Who wouldn’t want to have tea with the Queen at Buckingham Palace? But let’s face it — unki chai boring hai, bland hai. That’s where Manoj Bajpayee steps in, pulling out Tata Rusk to elevate his tea experience. The setting is unconventional, the humor is subtle, and the brand integration is seamless. It’s simple yet unforgettable. Whether in UP, Bihar, or Mumbai, people will relate to this moment and take pride in showcasing our own way of enjoying chai.”
Expressing his enthusiasm for the campaign, Manoj Bajpayee said, “A good cup of tea deserves the perfect companion, and Tata Soulfull’s No Maida Rusk delivers 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. I am thrilled to be part of a campaign that beautifully blends humor, tradition, and innovation. With Tata Soulfull No Maida Rusk, every chai moment truly becomes your own.”
Currently launched in North, East, and Central India, Tata Soulfull No Maida Rusk is set to expand to other markets soon. The campaign will be amplified across TV, OTT platforms, social media, influencer collaborations, and on-ground activations across key regions. This multi-channel approach aims to increase awareness and drive consumer trials, catering to those who seek a wholesome yet delicious alternative without compromising on taste.
