Chitale Bandhu has launched ‘Sacchai Bhi, Acchai Bhi’, a three-film campaign featuring its global ambassador Sachin Tendulkar. Conceptualised by Setu Advertising, Pune, the campaign spotlights the brand’s Bakarwadi, Kaju Katli and Chivda offerings.
The Bakarwadi and Chivda films highlight their preparation without palm oil, while the Kaju Katli film focuses on its cashew content. The campaign comes as Chitale Bandhu expands beyond its own retail stores, with its products now available across more than 50,000 outlets in six states.
For a brand that has been part of Maharashtrian households for generations, the campaign brings that legacy into a contemporary consumer context through a proposition that is both simple and reassuring.
Indraneel Chitale, Partner, Chitale Bandhu, said, “Today, consumers are increasingly conscious about what goes into the food they bring home. At Chitale Bandhu, this has always been a responsibility we have carried for generations, not just a trend. ‘Sacchai Bhi, Acchai Bhi’ is our way of reaffirming that when you choose Chitale Bandhu, you can choose with confidence.”
Sachin Tendulkar becomes an especially natural fit for the idea. Over the years, his public persona has been closely associated with values such as integrity, authenticity and trust. In the campaign, he represents the “Sacchai” – the truth and honesty behind the brand – while the products themselves demonstrate the “Acchai.”
Each film brings a specific product truth to the forefront. The Bakarwadi and Chivda films highlight their preparation without palm oil, while the Kaju Katli film focuses on its use of rich cashews.
Rather than treating these as technical product features, the campaign turns them into a larger reassurance: good taste and goodness do not have to be separate. Kedar Chitale, Partner, Chitale Bandhu, had an important take on this aspect.
Kedar Chitale, Partner, Chitale Bandhu, said, “Distribution is ultimately about making the brand more accessible to people. These are products that already enjoy tremendous love, and taking them deeper into the general trade allows more consumers to discover and enjoy the Chitale Bandhu experience. That’s how we are taking the ‘Acchai’ to more and more people, ” he said.
For Chitale Bandhu, the campaign also marks an important phase in its distribution expansion. Traditionally synonymous with its own retail stores, the brand is now taking its flagship products deeper into the general trade network, making Bakarwadi, Kaju Katli and Chivda accessible to consumers across a much wider geography.
Today, Chitale Bandhu products are available through 50,000+ outlets across Maharashtra, Goa, Chhattisgarh, Madhya Pradesh, Karnataka and Gujarat, enabling the brand to take its familiar taste and product philosophy to consumers well beyond its traditional footprint. Talking about the brand’s media outreach, Yogesh Shinde, CMO, Chitale Bandhu shared his insights.
Yogesh Shinde, CMO, Chitale Bandhu, said, “The campaign has been launched across leading top GECs and Marathi news channels, complemented by innovative in-content advertising (ICA) and programmatic digital formats. While E-commerce and Quick Commerce will help us unlock the significant digital potential, the idea is to strengthen Chitale’s perception as a progressive FMCG brand with a clear ambition to emerge as a strong national brand.”
With the festive season approaching, “Sacchai Bhi, Acchai Bhi” becomes more than a product campaign. It is Chitale Bandhu’s reaffirmation of a simple belief: when food finds its way into our homes and onto our tables, what is good should come with honesty too.
The campaign marks the beginning of a broader consumer outreach for Chitale Bandhu, combining its heritage and product credentials with Sachin Tendulkar’s credibility to take a familiar promise to a new generation of consumers.
