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.
