Mumbai: Chitale Bandhu, a heritage brand synonymous with traditional Maharashtrian snacks, has introduced Mini Bakarwadi, a convenient and bite-sized version of its iconic Bakarwadi. The launch is accompanied by an energetic marketing campaign celebrating the brand’s official snacking partnership with the Mumbai Indians (MI) for the ongoing IPL 2025 season.
Titled “Get Match Ready with Chitale Mini Bakarwadi,” the campaign features a series of Hindi and Marathi TV commercials starring Amey Wagh and Ayush Mehra, blending humor, cricket enthusiasm, and cultural pride.
The centerpiece of the campaign is the innovative hashtag #MIpanChitale, which translates to “I too am Chitale” and “Mumbai Indians is also Chitale,” capturing a dual sentiment of regional identity and sporting spirit.
“Cricket brings people together, and so does food,” said Indraneel Chitale, Managing Partner at Chitale Bandhu Mithaiwale. “With Mini Bakarwadi, we want to be part of every match day celebration, turning ordinary moments into shared memories with flavors that represent Maharashtra’s culinary legacy.”
Kedar Chitale, Managing Partner, added, “This campaign is not just about visibility—it’s about creating emotional resonance. The IPL partnership allows us to elevate the brand experience through stadium activations, interactive digital engagement, and TVCs that resonate across demographics.”
Chitale Bandhu Plans
The brand’s newly launched Mini Bakarwadi is designed for easy snacking during high-energy match moments, offering the same bold taste in a more compact form. With a strategic media plan targeting both Marathi and Hindi GECs and News Channels, Chitale Bandhu aims to strengthen its position in the competitive Indian snacking market.
