MUMBAI: When tea meets tech, sparks fly. Tata Soulfull, the ‘better-for-you’ foods brand from Tata Consumer Products, has brewed up something fresh for chai lovers with its latest campaign ‘Tata ka Rusk – Chai Time with Manoj Bajpayee’.
At the heart of this campaign is a first-of-its-kind Whatsapp bot that lets consumers create personalised images and videos featuring Manoj Bajpayee, transforming a simple tea break into a shareable, star-studded moment.
The launch also introduces Tata Soulfull no maida rusk, made with 16 per cent jowar and completely free of maida. The product offers a wholesome, less crumbly take on the traditional rusk, perfect for guilt-free dunking.
Tata Soulfull CMO Rasika Prashant shared, “With ‘Tata ka rusk – Chai time with Manoj Bajpayee’, we wanted to go beyond a standard product launch. Rusk is a deeply habitual category, and changing that takes more than innovation, it takes interaction. The Whatsapp bot lets people not just try the product, but live the experience.”
Supported by a 360-degree marketing push across digital and BTL platforms, the campaign blends nostalgia with new-age engagement. With Manoj Bajpayee’s charm and Tata Soulfull’s tech-driven creativity, chai-time just found its modern-day twist: personal, playful, and perfectly brewed for India’s homes.
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