Bisk Farm has onboarded actor Shraddha Kapoor as the brand ambassador for its Rich Marie biscuits, unveiling a new campaign that celebrates everyday chai breaks as meaningful moments of personal comfort. The initiative coincides with Bisk Farm completing 25 years in the Indian biscuit market and reinforces Rich Marie’s positioning within daily consumption rituals.

The campaign film centres on the idea of ‘me time’, portraying Kapoor in moments of solitude, creativity and self-expression. Through a light, observational narrative, the film shows her enjoying a cup of chai paired with Rich Marie biscuits, framing these pauses as simple yet essential escapes from routine. A playful sequence of Kapoor dancing freely during her personal break adds warmth and relatability, emphasising how small rituals can offer relaxation and emotional recharge.

By linking Rich Marie with familiar chai-time habits, the campaign taps into a culturally ingrained routine that resonates across age groups. The message highlights that everyday breaks, however brief, contribute significantly to personal well-being and balance in fast-paced lives.

Speaking on the association, Vijay Singh, Managing Director at SAJ Food Products (P), said Rich Marie believes that taking time for oneself is a necessity rather than a luxury. He added that Shraddha Kapoor’s authenticity and balance make her a natural fit to bring the brand’s ‘Me Time’ philosophy to life.

Sharing her perspective, Kapoor said that me-time is about enjoying moments that feel personal and unhurried. She noted that pairing chai with Rich Marie makes these pauses more special, turning them into small rituals of comfort and rejuvenation.

The campaign is being rolled out across television, digital, print and social media platforms, with a strong focus on tea breaks and everyday consumption moments. It forms part of Bisk Farm’s larger strategy to strengthen Rich Marie’s presence in the competitive Marie biscuit category while deepening its emotional connect with consumers.