Chitale Bandhu, the iconic Indian sweets and snacks brand, has launched a new IPL-themed campaign to promote its latest offering — Mini Bakarwadi, a bite-sized version of its classic bakarwadi. The campaign “Get Match Ready with Chitale Mini Bakarwadi” features four new TV commercials starring popular actors Amey Wagh and Ayush Mehra.
As part of the initiative, Chitale Bandhu has become the official snacking partner for the Mumbai Indians. The campaign also introduces the hashtag #MIpanChitale, which carries a dual meaning: “I too am Chitale” (मी पण चितळे) in Marathi and “MI (Mumbai Indians) is also Chitale,” blending cultural pride with cricket fandom.
Indraneel Chitale, Managing Partner at Chitale Bandhu Mithaiwale, said:
“Food is a great unifier for cricket fans. Through these TVCs, we aim to become a part of every match-day ritual — celebrating victories, sharing nostalgic moments, or simply enjoying the game.”
Kedar Chitale, Managing Partner, added that the launch during IPL season marks a strategic step for the brand:
“Our alliance with Mumbai Indians and the new TVCs will help deepen consumer engagement and strengthen our presence in the snacking category.”
The TV commercials will air on Hindi and Marathi General Entertainment Channels (GECs) and news platforms, blending cricket fervor, humor, and tradition to position Chitale Bandhu at the center of celebrations — both on and off the field.