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Tag: Tata Soulfull

  • Tata Soulfull personalises chai-time with No Maida rusk and AI Manoj Bajpayee bot

    Tata Soulfull personalises chai-time with No Maida rusk and AI Manoj Bajpayee bot

    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.

  • Tata Soulfull gives tea-time a crunchy twist with no maida rusk

    Tata Soulfull gives tea-time a crunchy twist with no maida rusk

    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.

  • Tata Soulfull launches Masala Muesli

    Tata Soulfull launches Masala Muesli

    Mumbai: Tata Soulfull, a brand from Tata Consumer Products, a leader in India’s ‘better-for-you’ packaged foods market, is excited to announce the launch of ‘Tata Soulfull Masala Muesli’. This product line represents a bold step in transforming the traditional muesli category with a unique savoury twist, to create wholesome, delicious, affordable, and distinctly Indian breakfast and snacking option. Available in two flavors, ‘Mast Masala’ and ‘Teekha Twist’, Tata Soulfull Masala Muesli aims to redefine the cereal experience.

    The Tata Soulfull Masala Muesli is a product that blends muesli with a flavourful masaledaar twist. Crafted with the goodness of 16 per cent crunchy millets, it breaks away from conventional sweet muesli options and, offering distinctive flavours in the muesli category. Tata Soulfull Masala Muesli is uniquely designed to be enjoyed with curd, providing a wholesome and satisfying breakfast or snack experience enriched with crunchy millets, wheat flakes, and cornflakes that cater to Indian taste preferences.

    The blend of crunchy millets enhances the texture and product profile, providing a high-fibre, wholesome breakfast option. The product is baked, not fried, contains no preservatives or trans fats, ensuring that consumers enjoy a wholesome choice while keeping the Indian taste preferences intact.

    In a fast-paced world, consumers increasingly seek convenient yet wholesome options. Tata Soulfull’s new Masala Muesli meets this demand by with a ready-to-eat cereal in two desi flavours.

    Soulfull CMO Rasika Prashant commented on the launch of the product “Our Masala Muesli is set to be a game-changer in the muesli market. Millets have long been a staple in Indian diets, prized for their health benefits and cultural significance. By infusing this traditional grain with masaledaar flavours, we are not only offering a new taste experience but also honouring the deep-rooted preference for spiced foods in Indian culinary traditions. This approach sets our product line apart from typical muesli options. We are confident that this novel combination in line with our purpose of #ForBetter will attract a broader audience to the muesli category and become a highly popular choice among consumers.”

  • Tata Soulfull debuts ‘Desh ke Millets’ at millets & organics trade fair 2024

    Tata Soulfull debuts ‘Desh ke Millets’ at millets & organics trade fair 2024

    Mumbai: Tata Soulfull, a brand from Tata Consumer Soulfull Pvt Ltd., (a wholly owned subsidiary of Tata Consumer Products Ltd), participated in the 2024 edition of Millets & Organics – International Trade Fair in the city today. This event, organized by the Department of Agriculture and KAPPEC (Karnataka Agro Processing and Export Corporation), Government of Karnataka, serves as a collaborative platform, uniting farmers, domestic and international companies, as well as central and state institutions in the organic and millet sectors.

    As a leading brand in the millets space, Tata Soulfull is dedicated to bringing ‘Desh ke Millets’ like Ragi, Jowar & Bajra in modern formats to every Indian household through its wide range of products like Tata Soulfull Millet Muesli, Tata Soulfull Ragi Bites breakfast cereals and Tata Soulfull Masala Oats+. Leveraging its deep expertise in millets through cutting-edge facilities and distinctive product offerings, Tata Soulfull places strong emphasis on the philosophy of ‘Taste First, Health Forward.’  The brand is dedicated to bringing back ancient grains to the modern consumer’s plate through its varied product lineup which includes breakfast cereals, snacking alternatives, and cereal-based beverages.

    The United Nations declaring 2023 as the ‘International Year of Millets’, presents an opportunity to increase consumer awareness around millets and make them available to consumers in formats that are affordable and easy to use. Speaking on the participation of Tata Soulfull at the event, Prashant Parameswaran, MD & CEO, Prashant Parameswaran, said, “Millets have long been integral to the Indian diet, and have many health benefits in addition to being an environment-friendly crop. However, the lack of awareness of millets and their usage, along with limited accessibility has posed persistent challenges, leading to low consumption of these grains. At Tata Soulfull, our aim is to make millets mainstream and bring back ‘Desh ke Millets’ like Ragi, Jowar, etc. through our millet-based products that are affordable, easy to access, wholesome and tasty. We are happy to be participating once again in the Millets & Organics – International Trade Fair, contributing to the vision for a healthier and more sustainable future.“

    He further added, “With one of  India’s largest value-added millet processing factories at Bidadi in Bengaluru, our endeavour is to innovate and introduce products that are in line with changing consumer needs.  Our most recent launch was the Tata Soulfull Ragi Bites Choco Sticks, a wholesome choice for children. It’s a cream-filled snack which offers the goodness of millet and is completely free from maida.”