Bisk Farm marks 25 years with Shraddha Kapoor chai break film

Bisk Farm has marked 25 years of its journey by appointing Bollywood actor Shraddha Kapoor as brand ambassador and launching a new campaign for its Rich Marie biscuits. The campaign is built around the theme ‘me time = rich marie time’ and positions the brand as a familiar companion during everyday breaks centred around chai.

The association represents a milestone for Bisk Farm as it reflects the brand’s focus on trust, consistency and contemporary relevance. Kapoor’s screen presence and connection with audiences across age groups align with the brand’s attempt to balance tradition with modern lifestyles. The partnership also signals Bisk Farm’s intent to strengthen emotional engagement as it enters its next phase of growth.

The campaign film features Kapoor enjoying moments of ‘me time’, portrayed as personal pauses that allow her to unwind and reconnect with her creative self. In the film, she is shown immersed in a spontaneous dance, fully engaged in her own space and moment. These scenes establish the idea that personal breaks, however brief, play an important role in everyday wellbeing.

Central to the narrative is the ritual of pairing a cup of chai with a Rich Marie biscuit. The film presents this combination as a simple yet meaningful way to step away from routine and create a moment of comfort. By framing chai breaks as ‘rich marie time’, the campaign links an established cultural habit with a sense of personal indulgence and calm.

The storytelling blends warmth with light-hearted self-expression, suggesting that even short pauses can feel restorative. In a context where ‘me time’ often overlaps with ‘chai time’, the brand positions Rich Marie as a natural addition that enhances the experience rather than interrupting it. The focus remains on relatability and familiarity rather than spectacle.

Commenting on the association, Vijay Singh, managing director at SAJ Food Products (P) Ltd, said, “Rich Marie stands for the belief that taking time for yourself is not a luxury but a necessity in today’s fast-paced lives.” He added that small personal rituals help people pause and reconnect, whether they are homemakers, working professionals or navigating busy schedules. Singh noted that Kapoor reflects this sense of balance, making her a fitting choice to communicate the brand’s ‘me time’ philosophy.

Kapoor echoed the sentiment, saying, “For me, me-time has always been about enjoying moments that feel truly mine.” She added that Rich Marie complements those pauses, whether shared with chai or taken as a brief break, by offering a moment to recharge and reconnect.

The campaign has been rolled out across television, digital, print and social media platforms. This multi-channel approach is intended to reinforce Rich Marie’s positioning as an everyday biscuit associated with comfort, familiarity and routine breaks. By anchoring the communication in a widely shared cultural habit, the brand aims to remain relevant across demographics.

Through ‘me time = rich marie time’, Bisk Farm continues to build on its legacy by focusing on simple, everyday moments rather than changing consumption patterns. The campaign reflects a broader trend in FMCG communication that prioritises emotional relevance and daily rituals over overt product messaging.

As Bisk Farm marks 25 years, the campaign underscores the brand’s effort to stay rooted in familiar experiences while presenting them through a contemporary lens, reinforcing Rich Marie’s place in everyday Indian households.