Tata Soulfull, a brand under Tata Consumer Products, has launched ‘No Maida Rusk,’ a healthier alternative to conventional rusks, as part of its commitment to providing wholesome millet-based snacks. The product is being introduced through the ‘Apni Chai’ campaign featuring Bollywood actor and brand ambassador Manoj Bajpayee.
‘Apni Chai’ Campaign ft. Manoj Bajpayee
Conceptualized by creative agency The Womb, the campaign revolves around the tagline ‘Har Chai ko Apni Chai Banaye’, highlighting the personal way Indians enjoy their chai. Through a master film and a series of digital short films, Manoj Bajpayee adds a humorous and relatable touch to the tea-time ritual, showing how Tata Soulfull No Maida Rusk is the perfect crunchy companion for every chai moment.
Why Tata Soulfull No Maida Rusk?
1. A Wholesome Alternative
Unlike conventional rusks that contain refined flour (maida), Tata Soulfull’s No Maida Rusk is made without maida, making it a healthier choice for consumers.
2. Crunchy and Flavorful
Available in Elaichi (Cardamom) and Butter flavors, these rusks retain their crunch even after being dipped in tea.
3. Endorsed by Manoj Bajpayee
The celebrated actor, known for his relatable and grounded persona, brings warmth and authenticity to the campaign, making it engaging for tea lovers across India.
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The Creative Vision Behind the Campaign
Suyash Khabya, CCO, The Womb, shares insights into the campaign’s creative approach. The campaign humorously contrasts Indian chai culture with the British tea tradition, where Bajpayee enjoys his chai his way, breaking the stiffness of a formal tea setting.
“The setting is bizarre. The humor is subtle. The brand integration is perfect. It’s simple yet unignorable,” says Khabya.
Manoj Bajpayee on the Campaign
Speaking about the product and campaign, 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. It’s exciting to be part of a campaign that blends humor, tradition, and innovation.”
Market Expansion and Availability
Currently, Tata Soulfull No Maida Rusk is available in the North, East, and Central markets. The brand plans to expand into other regions soon. The campaign will be promoted across multiple channels, including:
- TV and OTT platforms
- Social media and influencer collaborations
- On-ground activations across key markets
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Final Thoughts
With its No Maida Rusk, Tata Soulfull is redefining tea-time traditions by offering a healthier, crunchier, and more flavorful alternative. The ‘Apni Chai’ campaign, led by Manoj Bajpayee, adds a relatable, humorous, and desi touch to the brand’s message, ensuring that every chai moment is truly one’s own.
