MUMBAI: India’s love for tea-time just got crunchier! Tata Soulfull, a brand known for its wholesome millet-based snacks, has launched Tata Soulfull No Maida Rusk, offering a healthier take on the classic rusk without compromising on taste. The brand’s latest campaign, featuring acclaimed actor Manoj Bajpayee, celebrates the uniquely personal ways Indians enjoy their chai with the tagline ‘Har chai ko apni chai banaye’.

While rusks have been a tea-time staple for generations, most conventional options contain maida (refined flour), something health-conscious consumers are increasingly looking to avoid. Tata Soulfull no maida rusk, available in elaichi and butter flavours, stays crunchy even after dipping, making it a wholesome yet indulgent companion for every cup of chai.

At the heart of the campaign is a witty TVC, where Manoj Bajpayee adds his signature charm to a formal tea setting, breaking away from the stiff etiquette to enjoy a true kadak chai moment. His grounded and relatable persona perfectly embodies the high-quality yet truly desi essence of Tata Soulfull No Maida Rusk.

The Womb CCO Suyash Khabya said, "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 available in North, East, and Central India, Tata Soulfull No Maida Rusk will soon make its way to other regions. The campaign will be amplified across TV, OTT, social media, and on-ground activations, ensuring that tea lovers across the country get a taste of this crunchy, guilt-free delight.