Brands
Tata Soulfull stirs up oats aisle with Misal and Gondhoraj flavours
NATIONAL: Trust Tata Soulfull to put the “oat” in “desi favourite”. The brand has rolled out two new masala oats plus variants that blend local flavour with modern convenience, giving India’s snackers something both nostalgic and nifty.
The launches, Masst Misal for the west and Gondhoraj Chilli for the east, extend the brand’s millet-powered range. Each variant carries 25 per cent millets and the line’s trademark non-sticky texture, aimed at consumers who want full flavour without the fuss.
Masst Misal is a nod to Maharashtra’s beloved Misal, that fiery bowlful that is less dish and more devotion. Tata Soulfull has recreated the signature masala hit in a lighter, oat-and-millet avatar that cooks in four minutes. The launch will focus on Maharashtra and Gujarat with a lively regional campaign built around food bloggers, festival sampling and in-store theatrics. The tagline, “non-sticky masst, misal swaad jabardasth”, keeps the tone street-smart and spirited.
In the east, the brand has tapped into Bengal’s most cherished aroma with Gondhoraj Chilli, which pairs the citrusy Gondhoraj lime with a subtle chilli warmth. Made for West Bengal, the variant keeps the range’s emphasis on fibre, speed and texture. Sampling across markets, offices and neighbourhood gatherings will drive the rollout alongside a creative campaign steeped in local cues. Its tagline, “non-sticky moja, gondhoraj chilli swaad-er raja”, aims for cheerful familiarity.
Tata Soulfull CMO Rasika Prashant, said the flavours were designed to capture the “soul of local favourites” in formats suited to today’s rushed routines. Misal carries the energy of the streets and Gondhoraj brings a hit of home, she noted, adding that comfort foods need not demand long cooking sessions.
With these launches, Tata Soulfull continues its pitch for regionally rooted, flavour-forward convenience foods, promising snacks that are quick, wholesome and packed with local character.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
