Mumbai, 24 April 2025: Chitale Bandhu, the iconic name in Indian namkeens, sweets and snacks, launches Mini Bakarwadi—a bite-sized twist on its most iconic original bakarwadi. To mark this launch, the brand has unveiled a high-energy new campaign that has everyone chanting Get Match Ready with Chitale Mini Bakarwadi. The campaign features four TV commercials starring popular actors Amey Wagh and Ayush Mehra.
After joining hands with Mumbai Indians as an official snacking partner, Chitale Bandhu is utilizing this association to the fullest with new TVCs and a #MIpanChitale campaign. More than just a hashtag, #MIpanChitale has broader meanings, “I too am Chitale” (मी पण चितळे) and “MI (Mumbai Indians) is also Chitale”. The brand is making a cultural statement—celebrating the pride of being part of Maharashtra’s food heritage and the spirit of the Mumbai Indians. This campaign brings together the unifying joy of cricket, the richness of regional flavors and the emotions of shared snacking moments.
Indraneel Chitale, Managing Partner, Chitale Bandhu Mithaiwale, stated, “Food is a great unifier for cricket fans, which sometimes get divided during IPL season. With these new TVCs for Mini Bakarwadi – we are trying to be an integral part of every match-day ritual. Whether watching the game with friends, celebrating victories, or reliving nostalgic cricketing moments, Chitale Bandhu’s flavors will be at the heart of it all. This campaign is a tribute to our heritage and a celebration of collective pride. Through engaging digital storytelling, stadium activations, and interactive fan experiences, we’re crafting memories that go beyond the game.”
“The launch of Mini Bakarwadi during the IPL season marks a strategic leap for Chitale Bandhu. We believe that our alliance with the Mumbai Indians, along with the new TVCs, will play a crucial role in enhancing brand equity and driving deeper consumer engagement. This initiative represents a long-term investment in both consumer connection and business growth, leveraging the IPL’s unparalleled viewership to further strengthen our share in the snacking categoty.”, added Kedar Chitale, Managing Partner, Chitale Bandhu Mithaiwale.
The new TVCs will be aired on Hindi and Marathi GECs (General Entertainment Channels) and News channels. With a perfect blend of cricketing passion, humor, and tradition, Chitale Bandhu’s latest campaign cements its place at the heart of every celebration—on and off the field.