chitale bandhu mithaiwale
01. the challenge
For over 7 decades, Chitale Bandhu Mithaiwale, with its delicious products has continued to astound the minds of people. As Pune’s most loved sweets and savories brand, Chitale Bandhu Mithaiwale’s repute not only commands the regional market but has also gained global fame, thanks to international travellers Their hero product, ‘Bakarwadi’ has especially captured the hearts of all the generations across time. However, until now the brand hadn’t been able to fully capitalize on the love shared for this product.
The challenge was to transcend geographical barriers and maximize the popularity of Bakarwadi with a national campaign, whilst protecting the regional sentiments affecting the brand.
02. the solution
In order to achieve this goal, we decided to leverage the single most emotion associated with Bakarwadi. A sentiment that was felt by all, and yet said by none! “Chitale Bakarwadi doesn’t need an ad!”
We created 6 DVCs that iterated this sentiment and launched them in 2 Phases. The first and only DVC in Phase 1 showcased the celebrated Marathi film director, Nagraj Manjule. The other 5 DVCs in Phase 2 starred regionally well-known as well as nationally popular Priya Bapat, Amey Wagh, Harsha Bhogale, Ratna Pathak Shah, and Jackie Shroff. All saying the same thing: “Get It & Eat It”, in their own languages and styles, tied by a unique melody in the iconic voice of Swanand Kirkire. Capitalizing on the influence of all these celebrities not only popularised Bakarwadi in all domains and cultures but also helped Chitale Bandhu Mithaiwale speak to a national audience in a quirky and relatable way!
We didn’t advertise a product. We communicated an emotion. It is the inherent truth behind the product that has made this effort seem effortless!
– Rugwed Deshpande
03. the result
In the competitive segment of sweets and savouries, we were able to establish the supremacy of Chitale Bakarwadi, nationwide. The collaboration with megastars helped us nurture authenticity in the communication. All in all, we were able to reach out and tantalise the taste buds of 25 million people with these DVCs and one hero product, “Bakarwadi Di Di Di Di”.
