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Tata Soulfull launches 'No Maida Rusk' with personalized WhatsApp campaign featuring Manoj Bajpayee
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Friday, 24 October, 2025, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Tata Soulfull, the health-focused packaged foods brand from Tata Consumer Products, has redefined the tea-time ritual with the launch of its innovative 'Tata ka Rusk – Chai Time with Manoj Bajpayee' campaign. The initiative serves as a novel launch platform for the new Tata Soulfull No Maida Rusk, a "better-for-you" alternative crafted with 16% Jowar and absolutely no Maida.
At the heart of the campaign is a pioneering WhatsApp Bot that allows consumers to generate personalized images and videos featuring celebrated actor Manoj Bajpayee. This unique, interactive experience is designed to turn a traditional product launch into a personal and shareable moment, strengthening the brand's digital presence and consumer connection.
Rasika Prashant, CMO, Tata Soulfull, highlighted the strategic move: “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.”
The new Rusk offers a delicious, less crumbly, and health-conscious twist to the Indian tea-time snack, leveraging the goodness of Jowar. By integrating new-age technology, a strong celebrity association, and a comprehensive 360-degree marketing plan, Tata Soulfull aims to lead the highly fragmented rusk category by making the humble chai-and-rusk moment more engaging and enjoyable for families across India.
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