MAM
Britannia Toastea launches winter chai campaign in North India
Schbang conceptualises street activations and raw film celebrating classic rusk + chai pairing.
MUMBAI: Britannia Toastea just dunked itself into winter mornings because nothing says “cold snap” like hot chai meeting a kadak rusk for the ultimate comfort combo. Britannia Toastea has rolled out its winter campaign across North India, zeroing in on the simple, universal truth that chai is never truly enjoyed alone and in the biting cold, the most unbeatable pairing is a steaming cup with Britannia Toastea. Conceptualised by Schbang, the initiative captures the season’s authentic rituals where strangers at railway stations and roadside tapris become instant companions over shared warmth and conversation.
The campaign brings chaiwalas into the spotlight with the call, “Chai Chai Chai, Garam Garam Chai, saath mein lelo Toastea, yeh hai meri raai” not as a sales line, but as genuine street wisdom from someone who knows the perfect match when they see it. Passers-by are offered Toastea with their hot chai, creating unscripted sampling moments that feel organic and joyful. Shot in raw, vlogger-style footage, the film shows real reactions, laughter, and the quiet satisfaction of dunking a rusk into tea no manufactured emotion, just everyday winter comfort.
Britannia general manager Shekhar Agarwal said, “Winter amplifies tea-time consumption, making it a season of high relevance for the rusk category. Our campaign captures the warm, unfiltered moments shared between chai and Britannia Toastea.”
Schbang creative director for West & North Puru Agarwal added, “We went straight to the touchpoints where this pairing lives, captured genuine reactions in a style that feels true to the streets, and let the experience speak for itself. When you respect culture instead of interrupting it, connection follows.”
Running throughout January, the campaign blends on-ground activations at high-traffic locations with digital amplification, turning authentic winter-street stories into shareable content. In a season when comfort is king, Britannia Toastea isn’t just riding the chai wave, it’s quietly reminding everyone why the crunchiest rusk and the hottest chai have always belonged together.
Brands
Trump announces $300bn Texas oil refinery with Reliance, calls it the biggest in US history
First new US refinery in 50 years planned at Brownsville port with Reliance
WASHINGTON: The United States may soon see the first brand-new oil refinery built on its soil in half a century.
Donald Trump announced a proposed $300 billion refinery project in Texas, calling it a landmark moment for American energy production and jobs.
Posting on Truth Social on 10 March, Trump said the facility would be built at the Port of Brownsville and developed by a company called America First Refining, with major investment from India’s Reliance Industries.
The announcement frames the project as a centrepiece of the administration’s push for “energy dominance”, with Trump claiming it would deliver thousands of jobs and billions of dollars in economic activity to South Texas.
If realised, the plant would mark the first all-new major refinery constructed in the United States since the 1970s. In recent decades, oil companies have largely chosen to expand existing facilities rather than build new ones, citing high costs, regulatory hurdles and environmental scrutiny.
Trump described the proposed investment as the “biggest in US history”, positioning it as proof that policy changes such as streamlined permits and lower taxes are drawing large-scale energy investments back into the country.
The refinery is planned for the Port of Brownsville, a strategic Gulf Coast location that provides easy access to shipping routes and export markets.
A key partner in the project is Reliance Industries, controlled by billionaire industrialist Mukesh Ambani. The company already runs the world’s largest refining complex in Jamnagar, India, making it one of the most experienced operators in large-scale petroleum processing.
The Texas venture would mark a significant step for the group into America’s domestic refining sector, potentially strengthening industrial ties between the US and India.
The proposed refinery is being promoted as a next-generation facility capable of processing American shale oil while maintaining high environmental standards. Trump said it would be “the cleanest refinery in the world”, although the specific technologies behind that claim have not yet been detailed.
Industry observers also note that the $300 billion figure is unusually large for a refinery project, and analysts are waiting for more clarity on whether the number reflects total construction costs, long-term infrastructure investment, or broader economic impact estimates.
As of 11 March, Reliance Industries had not publicly confirmed the investment size or the structure of its involvement.
For now, the announcement has sparked equal parts excitement and curiosity in energy markets. If the plan moves from promise to pouring concrete, the refinery could reshape the Gulf Coast energy landscape, and reopen a chapter in American refining that has been quiet for nearly fifty years.
