BISK FARM BRINGS WARMTH TO CHAI BREAKS, NAMES SHRADDHA KAPOOR BRAND AMBASSADOR FOR RICH MARIE

Bisk Farm has roped in actor Shraddha Kapoor as brand ambassador for its Rich Marie biscuits. The new campaign celebrates everyday chai breaks as meaningful “me-time,” blending warmth, fun and self-expression to show how simple moments become richer and more enjoyable with Rich Marie.  

The ritual of pausing for a cup of chai has always been woven into the fabric of Indian daily life—a moment to breathe, reflect, and savour the sweetness of the day. Now, one of the country’s beloved biscuit brands is capitalising on this cultural moment with a fresh, evocative campaign centred around an everyday pleasure that millions can relate to. Bisk Farm, the homegrown biscuits and bakery products maker known for its wide range of beloved snacks, has announced a partnership with Bollywood actress Shraddha Kapoor as the new face of its Rich Marie brand, launching a campaign that celebrates the simple joys found in small pauses of personal time. 

At its heart, the new campaign revolves around the theme “Me Time = Rich Marie Time,” a narrative that positions enjoying a Rich Marie biscuit with a steaming cup of chai as more than just a routine snack break. Instead, it is presented as a moment of personal indulgence, self-expression and genuine comfort—one that invites consumers to step away from the hustle and bustle to reconnect with themselves. In today’s fast-paced world, where days are often tightly scheduled and filled with endless demands, this message taps into a collective longing for balance and rejuvenation. 

Shraddha Kapoor, known for her versatility on screen and her charm off it, embodies the blend of tradition and modern sensibility that Bisk Farm aims to communicate with this partnership. The campaign’s centrepiece—a vibrant film featuring the actor—captures her in a spontaneous, carefree moment, dancing in an expression of joy that feels intimately tied to her personal “me time.” The visuals present her in her element, immersed fully in the moment, radiating warmth and ease as she enjoys a cup of chai with Rich Marie biscuits. It’s a portrayal that resonates with anyone who savours the quiet pleasure of hitting pause amid life’s many rhythms. 

This strategic brand move marks an important milestone for Bisk Farm as it enters its 25th year in the Indian market. Over the past quarter-century, the company has carved out a loyal following with a portfolio that spans classic biscuits like Marie to innovative offerings like its Googly range. By enlisting Shraddha Kapoor as ambassador for Rich Marie, the brand aims to strengthen its emotional connection with consumers and reinforce its contemporary appeal while honouring the cultural traditions that make chai breaks a cherished part of everyday life.

According to Vijay Singh, Managing Director at SAJ Food Products (P) Ltd—the umbrella company behind Bisk Farm—this campaign is rooted in an understanding that “me time” is not a luxury but a necessity. In an era where personal space and mental wellbeing are increasingly being recognized as essential, Singh’s comments suggest that Bisk Farm is positioning Rich Marie not just as a biscuit, but as a companion to these moments of calm reflection and self-care. There’s an intentional depth to this message: it’s not merely about eating a snack, but about carving out tiny rituals that refresh the mind and heart throughout the day.

For Shraddha Kapoor, the partnership appears to resonate on a personal level as well. In her remarks about the campaign, she spoke candidly about what “me-time” means to her—moments that truly feel her own, whether shared with chai or just in solitude. Kapoor described how Rich Marie enhances those pauses, adding a sense of comfort and pleasure that elevates even the simplest break. Her perspective reflects a broader cultural shift toward mindfulness and self-acknowledgment, particularly among younger audiences who value authenticity and moments of genuine connection with themselves. 

Capturing these moments on film, the campaign’s creative execution blends warmth with a playful spirit. The ad features Shraddha Kapoor in a spontaneous dance sequence, fully immersed in her own space and zone—a visual metaphor for how personal time can unlock creativity and joy. It’s a narrative designed to do more than sell a product; it encourages viewers to see the beauty in small pauses and to cherish those moments as opportunities to reconnect with their best selves. In doing so, the campaign transforms Rich Marie from a familiar biscuit into a symbolic fixture of daily life, one that enhances the cultural ritual of a chai break.

The “Me Time = Rich Marie Time” campaign has been rolled out across multiple platforms, including television, digital media, print and social channels. This multi-channel activation ensures the brand’s message reaches a broad and diverse audience, appealing not only to traditional consumers but also to younger, digitally engaged users who see value in personal wellbeing narratives. The contemporary tone of the campaign—rooted in relatability, emotional resonance and cultural familiarity—allows it to cut through the clutter of everyday advertising with a message that feels both comforting and compelling. 

Beyond the immediate appeal, the campaign represents a strategic evolution for Bisk Farm’s marketing approach. By aligning Rich Marie with the concept of personal time, the brand is tapping into a larger conversation about mental health, emotional wellbeing and the importance of self-care. In doing so, it positions itself not just as a snack provider, but as a brand that understands and supports the rhythms and needs of contemporary life. In an age where consumers increasingly seek brands that reflect their values and lifestyles, this move could deepen loyalty and foster stronger brand affinity. 

Shraddha Kapoor’s selection as ambassador underscores this strategic intent. Her broad appeal across age groups, coupled with her grounded and authentic persona, aligns seamlessly with the campaign’s core message. She represents a new generation of consumers who value moments of pause, personal reflection and authenticity—attributes that are at the center of the Rich Marie narrative. Through this partnership, Bisk Farm is not only celebrating its legacy but also signaling its readiness to embrace contemporary cultural shifts and connect more deeply with its audience. 

The narrative crafted around this campaign speaks to the transformative power of simple pleasures. A cup of chai, a crisp biscuit, a moment alone to breathe and reset—these are the understated joys that enrich daily life. By elevating these moments through creative storytelling and strategic brand alignment, Bisk Farm’s campaign invites consumers to reconsider the value of their everyday rituals. It suggests that richness isn’t just about grand gestures or special occasions, but is often found in the soft edges of ordinary moments—moments that, with the right lens, become profoundly meaningful. 

In an industry where brands constantly vie for attention with flash and spectacle, Bisk Farm’s latest effort stands out for its gentle ingenuity. It builds on cultural touchpoints, taps into contemporary aspirations and underscores the significance of slowing down in a fast-moving world. Through Shraddha Kapoor’s warm presence and the campaign’s heartfelt message, the brand encourages a richer, more joyful approach to everyday breaks—reminding us that sometimes, the best moments are the quiet ones shared with ourselves, a cup of chai and a Rich Marie biscuit.