Tata Soulfull Launches ‘No Maida Rusk’ with Manoj Bajpayee’s ‘Apni Chai’ Campaign
Tata Consumer Products introduces a healthier tea-time companion with a creative ad campaign featuring Manoj Bajpayee.
Tata Soulfull’s Healthier Take on Rusk
Tata Soulfull, a brand under Tata Consumer Products, has launched its latest offering – No Maida Rusk, catering to the growing demand for healthier snack alternatives. Traditionally, rusks in India are made with refined flour (maida), but Tata’s new product is free from maida, offering a wholesome option for tea lovers. Available in two flavors – aromatic Elaichi and rich Butter – the rusk stays crunchy even after being dipped in tea, making it a perfect companion for chai-time.
‘Apni Chai’ Campaign with Manoj Bajpayee
To promote the new product, Tata Soulfull has unveiled the ‘Har Chai ko Apni Chai Banaye’ campaign, featuring acclaimed actor Manoj Bajpayee. Conceptualized by the creative agency The Womb, the campaign captures the essence of how Indians enjoy tea in their own unique way.
The centerpiece of the campaign is a humorous TV commercial where Bajpayee adds a desi twist to a formal British tea occasion. As he finds the Queen’s tea bland, he pulls out Tata Soulfull’s No Maida Rusk, turning the prim and proper tea session into a soulful, relatable moment. The ad cleverly contrasts stiff etiquette with India’s love for kadak chai moments, making it both humorous and memorable.
Along with the main ad film, the campaign includes a series of digital short films highlighting the product’s key propositions – no maida, great taste, and long-lasting crunch.
Brand Vision and Consumer Appeal
Rasika Prashant, CMO of Soulfull, emphasized the brand’s focus on combining taste with health. She stated,
“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 offering a tasty and healthier alternative without compromise.”
Actor Manoj Bajpayee also expressed his excitement about the product, saying,
“A good cup of tea deserves the perfect companion. Tata Soulfull’s No Maida Rusk is crunchy and flavorful without the compromise of maida. It’s a wholesome yet indulgent option for tea lovers like me.”
Multi-Channel Marketing Strategy
Tata Soulfull is rolling out the campaign in the North, East, and Central markets initially, with plans for nationwide expansion. The marketing push will span multiple channels, including:
- Television ads for mass reach
- OTT platforms and social media promotions
- Influencer collaborations for digital engagement
- On-ground activations in key regions
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