Guwahati: Tata Soulfull, a prominent brand from Tata Consumer Products, has introduced Tata Soulfull No Maida Rusk – a new innovation to redefine India’s beloved tea-time ritual.
The launch is introduced through a 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.
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.”
Rasika Prashant added, “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.”
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.”
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.
