Tata Soulfull, a brand from Tata Consumer Products and a pioneer in the ‘better-for-you’ packaged foods space, has announced the launch of its new campaign ‘Tata ka Rusk – Chai Time with Manoj Bajpayee’. As part of this campaign, consumers can interact with a first-of-a-kind WhatsApp Bot to generate personalized image and video featuring Manoj Bajpayee, creating their own chai-time moments. The campaign highlights Tata Soulfull’s initiative towar new-age technology adoption to enhance consumer experience, strengthen its digital footprint, and drive brand love.
The launch coincides with Tata Soulfull No Maida Rusk, an offering in the rusk category made with 16% jowar and no maida. The product delivers a less crumbly rusk without compromising on taste, blending traditional flavors with a modern, health-conscious twist. By combining an interactive digital campaign, Tata Soulfull aims to make chai and rusk moments more engaging, interactive, and personal for families across India.
Speaking about the initiative, Rasika Prashant, CMO, Tata Soulfull, said, “With ‘Tata ka Rusk – Chai Time with Manoj Bajpayee’, we are going beyond a traditional product launch. Rusk is a category with deep-rooted habits and changing that, requires more than just a good product; it needs an interactive experience. Our WhatsApp powered Bot allows consumers to not just hear about our No Maida Rusk, but to create their own chai-time memories with Manoj Bajpayee, sparking conversations and building connections with the brand.”
The campaign will be supported by a comprehensive 360-degree marketing plan spanning BTL, and digital platforms, reinforcing Tata Soulfull’s position as a digital-first, innovative brand in a highly fragmented category. By combining technology, tradition, and a strong celebrity association, Tata Soulfull aims to create meaningful, shareable moments that make chai-time more personal and enjoyable for families across India.
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals.
Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 263 million households. The company has a consolidated annual turnover of ~Rs. 15,206 crore with operations in India and International markets.
IndiFoodBev — authentic, impactful and influential
An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
To improve your marketing and grow sales to the food and beverage processing and packaging industry, talk to us. Our research and consulting company IppStar [www.ippstar.org] can assess your potential and addressable markets in light of the competition. We can discuss marketing, communication, and sales strategies for market entry and growth.
Suppliers and service providers with a strategy and budget for targeted marketing can discuss using our hybrid print, web, video, and social media channels to create brand recognition linked to market relevance. Our technical writers are ready to meet you and your customers for content.
The second largest producer of fruit and vegetables in the world is continuously expanding processing capacities and delivery systems with appropriate innovative technologies. We cover product and consumer trends, nutrition, processing, research, equipment and packaging from farm to thali. Get our 2025 media kit and recalibrate your role in this dynamic market. Enhance your visibility and relevance to existing markets and turn potential customers into conversations. Ask for a sample copy of our bi-monthly in print or our weekly IndiFoodBev eZine each Wednesday.
For editorial info@ippgroup.in — for advertisement ads1@ippgroup.in and for subscriptions subscription@ippgroup.in
Naresh Khanna – 10 February 2025
Subscribe Now
