GS Tea, which has a leading presence and stores in the States of Maharashtra, Karnataka, Goa and Tamil Nadu, has named acclaimed actor Sai Tamhankar as its brand ambassador.

This collaboration with Tamhankar, a press release from GS Tea yesterday stated, marks a significant step in further strengthening the brand’s connection with today’s Indian households, while staying true to its enduring promise of ‘Asli Swaad, Asli Andaaz’ (real taste, real style).

Known for her versatility, authenticity and strong cultural connection, Tamhankar embodies the spirit of today’s consumer — grounded yet expressive, real yet aspirational — the company claimed. Her natural charm and relatability make her a perfect fit for GS Tea’s vision of celebrating tea not just as a beverage but as a daily ritual that brings people together.

This partnership will come alive through an integrated campaign, including a new TVC, that captures the essence of genuine taste and individuality. The campaign aims to deepen GS Tea’s bond with its audience by highlighting how every cup reflects not just flavour, but also personal style and emotion.

Speaking of the association, Tamhankar said: “I’ve always believed that the simplest things, when they’re real, create the strongest connections, and chai (tea) is one of them. ‘Asli Swaad, Asli Andaaz’ goes beyond just tea. It celebrates being real, and that’s what I connect with the most.”

Aryan Shah, Director of GS Group (the company that owns the GS Tea brand), added: “At GS Tea, we have always believed that authenticity is what truly resonates with people. Sai Tamhankar brings that authenticity effortlessly, both on and off screen.”

Adding to this, Ravikant Banka, Founder & Managing Director of Eggfirst Advertising, which is responsible for the brand campaign, said: “‘Asli Swaad, Asli Andaaz’ is more than a campaign thought; it’s a reflection of how people connect with tea in their everyday lives. Sai brought an effortless honesty and warmth to the communication, making her the perfect face for the brand.

“Our focus was to create something rooted, relatable, and emotionally memorable for consumers across generations.”