Mumbai: Tata Soulfull, a brand under Tata Consumer Products known for its millet-based snacks and packaged foods, is reimagining India’s tea-time ritual with the launch of Tata Soulfull No Maida Rusk.
Bringing a fresh twist to a beloved tradition, the brand’s latest campaign features acclaimed actor and brand ambassador Manoj Bajpayee, under the evocative tagline ‘Har Chai ko Apni Chai Banaye’, celebrating how Indians personalize their tea moments.
Unlike conventional rusks that contain maida (refined flour), Tata Soulfull No Maida Rusk offers a wholesome alternative with superior crunch and flavor. Available in Elaichi and Butter flavors, it stays crisp even after dipping—ensuring a satisfying chai experience.
At the heart of the campaign is a witty master film where Manoj Bajpayee transforms a formal tea gathering with his desi chai ritual—pairing a bland tea with the crunchy delight of Tata Soulfull No Maida Rusk. The film humorously contrasts formal tea etiquette with India’s preference for a kadak chai moment, perfectly aligning with Bajpayee’s grounded and relatable persona.
Rasika Prashant, CMO, Soulfull, shared, “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, conceptualized by The Womb, includes a series of digital short films in addition to the main ad, each highlighting the key benefits—No Maida, great taste, and satisfying crunch.
Suyash Khabya, CCO, The Womb, explained, “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!”
Commenting on the campaign, actor Manoj Bajpayee said, “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 launched in North, East, and Central India, Tata Soulfull plans to expand soon to other regions. The campaign will be amplified through TV, OTT, social media, influencer partnerships, and on-ground activations, ensuring mass reach and consumer engagement.
Campaign Credits –
Client – Tata Soulfull
Co-founders – Prashant Parameswaran & Rasika Prashant
Brand team – Sanjana Ogirala and Rajith Kumar
Agency – The Womb
Co-founders – Navin Talreja & Kawal Shoor
CEO – Anurag Gupta COO – Heval Patel CCO – Suyash Khabya Creative – Vaishak Jhunjhunwala, Shreyas G Manjrekar, Prashant Kadam, Anwesha Guha Planning – Gaurav Joshi
Account Management
Mariam Jhabuawala & Pallavi Nagariya
Production House – Ignition Films
Director – Rensil D’Silva
Producer – Partha Sarkaar and Sajid Rizvi
