Britannia Toastea, India’s beloved rusk brand, has launched its Winter Campaign across North India, recognizing a truth that lives in every cold morning: chai is never had alone, and in winter, the most kadak pairing is Chai + Toastea.
Conceptualised by Schbang, the campaign recognizes that in extreme winter colds people find comfort in small rituals that make the day bearable. At railway stations and roadside tapris, where strangers become companions over steam and conversation, Britannia Toastea brings chai and Toastea together exactly where this pairing happens naturally.
The entire activation is captured in raw, vlogger-style filming that showcases unfiltered reactions and the energy of winter streets. Chaiwalas call out “Chai Chai Chai, Garam Garam Chai, saath mein lelo Toastea, yeh hai meri raai,” not as a sales pitch, but as genuine advice from someone who knows that some pairings just make sense. People are offered Toastea with their hot chai, creating authentic sampling moments that bring the brand’s promise to life.
The digital film doesn’t manufacture emotion, it simply shows what’s already there: the quiet satisfaction of dunking that perfect rusk into a steaming cup.
A Brand That Sees It
Speaking about the campaign, Shekhar Agarwal, General Manager at Britannia, said,
“Winter amplifies tea-time consumption, making it a season of high relevance for the rusk category. Capitalizing on this insight, our winter campaign captures the warm, unfiltered consumption moments shared between chai and Britannia Toastea. By observing these authentic rituals, we bring alive a bond that feels both familiar and deeply rooted in everyday life. In these chai rituals, Britannia Toastea continues to strengthen its place as a trusted part of the chai experience.”
Strategy Rooted in Culture
Puru Agarwal, Creative Director – West & North from Schbang added,
“Our approach was straightforward: go to the touchpoints where this pairing lives, capture genuine reactions in a vlogger-style format that feels true to the streets, and let the experience speak for itself. When you respect culture instead of interrupting it, connection follows.”
Throughout January, the campaign brings focus to rusk as a seasonal essential, with content designed to resonate across digital platforms. The on-ground activation at high-traffic locations provides the foundation, while the raw filming style creates shareable stories that carry the spirit of winter mornings from the streets to screens across North India.