Chitale Bandhu has launched a three-film campaign featuring Sachin Tendulkar, built around the thought “Sacchai Bhi, Acchai Bhi.” The campaign spotlights three of the brand’s flagship products: Bakarwadi, Kaju Katli and its range of five Chivdas. The films focus on ingredients and preparation, highlighting that Bakarwadi and Chivda are made without palm oil, while Kaju Katli is made with cashews. Conceptualised and strategised by Setu Advertising, the campaign blends product-led messaging with the brand’s broader philosophy.

Link 1: https://youtu.be/LzxiiU2aGJM?si=WV7vw_GNdEd2Kanz

Link2: https://youtu.be/piTWp2JPyBg?si=vdEuO1yEGw57qE7C

Link 3: https://youtu.be/X8ymI4cfNYg?si=F5LMNJQl7ABMnVvA

Indraneel Chitale, Partner at Chitale Bandhu, said consumers today are increasingly mindful of what goes into the food they bring home, adding that this has been a generational responsibility for the brand rather than a passing trend. He noted that “Sacchai Bhi, Acchai Bhi” reaffirms the confidence consumers can place in choosing Chitale Bandhu.

The campaign coincides with the brand’s expansion into general trade, with products now available across more than 50,000 outlets spanning Maharashtra, Goa, Chhattisgarh, Madhya Pradesh, Karnataka and Gujarat. Kedar Chitale, Partner at Chitale Bandhu, said this deeper push into general trade is about making an already well-loved brand more accessible to consumers.

Yogesh Shinde, CMO of Chitale Bandhu, said the campaign is running across leading GECs and Marathi news channels, supported by in-content advertising and programmatic digital formats. He added that e-commerce and quick commerce will help unlock further digital potential, as the brand works to strengthen its positioning as a progressive FMCG player with national ambitions.