Tata Soulfull, a brand from Tata Consumer Products has launched a campaign featuring brand ambassador, Manoj Bajpayee to promote its offering- Tata Soulfull No Maida Rusk with a tagline ‘Har Chai ko Apni Chai Banaye’.
The ad film captures Bajpayee elevating 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.
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.
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.
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.”
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!”
