Chitale Bandhu has launched a three-film campaign featuring Sachin Tendulkar around the thought ‘Sacchai Bhi, Acchai Bhi’.
Conceptualised and strategised by Setu Advertising, the campaign focuses on three product categories: Bakarwadi, Kaju Katli and five variants of Chivda.
Three Products, One Clear Proposition
The films take a product-first approach. They highlight what goes into each product and how it is prepared. Bakarwadi and Chivda are positioned as being made without palm oil. Kaju Katli is highlighted for its use of cashews.
Tendulkar provides the campaign with a familiar face, but the communication keeps the product at its centre.
For marketers, the strategy shows how ingredient-led communication can become a brand-building device when paired with a distinctive proposition and high-recognition celebrity.
From Brand Promise To Wider Distribution
The campaign comes as Chitale Bandhu expands its presence in general trade. Its products are now available across more than 50,000 outlets in Maharashtra, Goa, Chhattisgarh, Madhya Pradesh, Karnataka and Gujarat. Indraneel Chitale, partner, Chitale Bandhu, said consumers are becoming more conscious about food ingredients and described transparency as a responsibility the brand has maintained across generations.
The timing gives the campaign a dual role. It reinforces product credentials while supporting a broader distribution push.
As Chitale Bandhu moves beyond its traditional markets, communicating what makes its products different could become increasingly important for building familiarity across newer retail environments.
The Last Word
In packaged food, celebrity attention can open the conversation. Increasingly, however, the ingredients may need to close it.