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    Herbalife’s Aloin Identification Method for Aloe Vera Officially Recognized by AOAC INTERNATIONAL

    “Indian patients no longer need to look abroad for advanced treatment,” said Dr. Sharat Damodar, Senior Consultant, Haematologist and Head of Adult BMT at Narayana Health City, Bengaluru and Chairman of the Oncology Collegium at Narayana Health.

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    GNC India Launches Protein Wafer

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  • Home
  • World

    Roche’s Lunsumio and Polivy combination significantly prolongs remission for people with relapsed or refractory large B-cell lymphoma

    Beat the monsoon greys in style with India’s first UPF resort-wear line by Meghna Ghodawat

    Jamaica Tourism Launches a Brand-New Campaign “70 Days of Jamaica Love” to Celebrate 70 Years of Jamaica

    Ethiopian Airlines Strengthens India Network with Launch of Hyderabad Route

    WHO issues first global guideline to improve pregnancy care for women with sickle cell disease

    Global Energy Transition Gains Ground, but Security and Capital Challenges Persist

  • National
    • All
    • Economy & Politics
    • Election

    Rumi- The Spirit of Awadh Pioneers Transit Media to Promote “Dastan-e-Aam” Featuring Renowned Dastango Dr. Himanshu Bajpai

    Indian Author and Human Rights Advocate Rajesh Talwar Honoured with the University of Nottingham Alumni Award

    Schwarzkopf Professional Debuts ‘Hair by Schwarzkopf Pro’ with the Unveiling of this Year’s Defining Hair Colour Trend: Lived-in

    BANGALORE POLICE RAIDS.

    HAL and Safran Strengthen their Cooperation to Produce Forged Parts for LEAP Engines

    Beat the monsoon greys in style with India’s first UPF resort-wear line by Meghna Ghodawat

  • Business

    Global Wealth Report 2025: Wealth growth accelerated in 2024

    Global Energy Transition Gains Ground, but Security and Capital Challenges Persist

    Durability Gets an Upgrade; Power Gets a Boost— OPPO K13x 5G Launching on 23rd June 2025

  • Health

    Herbalife’s Aloin Identification Method for Aloe Vera Officially Recognized by AOAC INTERNATIONAL

    “Indian patients no longer need to look abroad for advanced treatment,” said Dr. Sharat Damodar, Senior Consultant, Haematologist and Head of Adult BMT at Narayana Health City, Bengaluru and Chairman of the Oncology Collegium at Narayana Health.

    WHO issues first global guideline to improve pregnancy care for women with sickle cell disease

    GNC India Launches Protein Wafer

    A New Era in Luxury Weddings – Vogue Wedding Atelier Debuts in India

    From Finance to Fashion: Suparna Dutta’s Journey to the Global Stage of Haut Monde Mrs. India Worldwide

  • Technology
    • All
    • Environment
    • Science

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    U.S. Insurers to More than Double AI Investment in the Next 3-5 Years: Wipro Report

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    Inaugural program of “Vidhan Soudha Guided Walking Tour” on May 25.

    LTIMindtree Signs MoU with IIM Mumbai to Launch Postgraduate Program for Executives in AI-led Experience Design

    “By uniting our talent and expertise, we can drive progress toward a more climate-resilient and healthier future.” -Dr M.C. Sudhakar,  Minister for Higher Education, GoK.

  • Auto

    Force Motors along with BMW Group India Celebrates the Roll-Out of its 100,000th engine from the Chennai Plant

    Clara Luciani, Kavinsky & Please Join the Line-Up of Renault’s festiv4L

    -“The addition of the Montra Electric SUPER CARGO to our product portfolio marks an exciting new chapter of growth for us in the last-mile delivery segment”.–Mr. Jalaj Gupta, MD, TI Clean Mobility Private Limited 

    Maruti Suzuki Grand Vitara becomes the fastest SUV to clock 3 Lakh sales in its segment*

  • Sports

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    PVL Season 4 Auction: Bengaluru Torpedoes pick up Jishnu PV for a whopping 14 lakh

    We have been a highly entertaining cricket team to watch,’ Ricky Ponting lauds Punjab Kings team despite final loss to RCB

    “We’re not just playing cricket; we’re scouting the next Kapil Dev, Sachin Tendulkar, or Virat Kohli from every gali and mohalla,” Raman Gandhi, Founder/Chairman of GMCL.

  • Entertainment

    A New Era in Luxury Weddings – Vogue Wedding Atelier Debuts in India

    GenS Life and Dowith Lit Present ‘Senior Spotlight’: Bengaluru’s Open Mic Celebration for the 55+

    PMJ Jewels Launches PMJ SuperStar Bracelet and ‘Celebrating Daughters’ Campaign

    ‘Waves’ an OTT platform that offers clean family-friendly content: Sunil Bhatiya, Deputy Director General, Doordarshan Kendra, Panaji

    Sri Sai Gold Palace’s 7th store inaugurated in Malleshwaram,Bengaluru.

    Lulu Mall Hosts Bangalore’s Biggest Non-Alcoholic Holi Celebration

  • Lifestyle
    • All
    • Food
    • Travel

    Herbalife’s Aloin Identification Method for Aloe Vera Officially Recognized by AOAC INTERNATIONAL

    “Indian patients no longer need to look abroad for advanced treatment,” said Dr. Sharat Damodar, Senior Consultant, Haematologist and Head of Adult BMT at Narayana Health City, Bengaluru and Chairman of the Oncology Collegium at Narayana Health.

    Ethiopian Airlines Strengthens India Network with Launch of Hyderabad Route

    Titan Unveils Bold New Collection with Sobhita Dhulipala

    GNC India Launches Protein Wafer

    Sale Live: Prowatch Xtreme on Amazon at just Rs. 16 for Early Shoppers

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Manoj Bajpayee Makes Every Chai ‘Apni chai’ with Tata Soulfull No Maida Rusk

by FWM
April 1, 2025
in Food, Health, Lifestyle, National
0

National,1 APRIL ,2025:

Tata Soulfull, a prominent brand from Tata Consumer Products, known for its wholesome millet-based snacks and packaged foods is redefining India’s beloved tea-time ritual with its latest innovation- Tata Soulfull No Maida Rusk.
The launch is introduced through a creative marketing campaign featuring acclaimed actor and brand ambassador, Manoj Bajpayee, centered around the evocative tagline ‘Har Chai ko Apni Chai Banaye’, which celebrates the uniquely personal way Indians enjoy their chai.
While rusks have been an integral part of Indian tea-time traditions, conventional options typically contain Maida (Refined Flour). Tata Soulfull No Maida Rusk contains no maida, making it a wholesome choice. Available in aromatic Elaichi and rich Butter flavours, it stays crunchy for longer even after dipping in tea, offering a satisfying crunch.

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At the heart of the campaign is a captivating master film where Manoj Bajpayee elevates a formal tea occasion by pairing a bland tea with tasty and crunchy Tata Soulfull No Maida Rusk. The film plays on the contrast between formal tea etiquette and India’s love for a kadak chai moment, turning a stiff setting into a soulful, satisfying chai-time. With his relatable and grounded persona, Manoj perfectly embodies the ethos of Tata Soulfull No Maida Rusk –high-quality, and truly desi.
Speaking on the launch, Rasika Prashant, CMO, Soulfull said, “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.”

Conceptualized by creative agency The Womb, the brand is rolling out a series of digital short films in addition to the main Ad film, featuring Bajpayee. Each digital film highlights a unique proposition of Tata Soulfull No Maida Rusk- no Maida, great taste, and satisfying crunch.
Suyash Khabya, CCO, The Womb – “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, the product has been launched in the North, East and Central markets and soon we will be expanding to other markets. The campaign will be amplified through TV, OTT platforms, social media, influencer partnerships and on-ground activations across key regions including North, East and Central India. This multi-channel strategy aims to drive awareness and encourage trials among category consumers, who refuse to compromise on taste while looking for wholesome alternatives.

Tags: 'Har Chai ko Apni Chai Banaye’Conceptualized by creative agency The WombTata Consumer ProductsTata Soulfull

FWM

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