Chitale Bandhu Mithaiwale, Pune’s most loved sweets and savouries brand and it’s hero product ‘Bakarwadi’ although regionally famous, were looking for a national win. With the aim to maximise the popularity potential of this marvellous product, we designed a national campaign leveraging the synonymous sentiment “Bakarwadi doesn’t need an ad!”

We launched the campaign in 2 phases each featuring regionally as well as nationally acclaimed stars such as Priya Bapat, Amey Wagh, Ratna Pathak Shah, Jackie Shroff and Harsha Bhogle. The first phase opened with the debut DVC of acclaimed director Nagraj Manjule. These snackable DVCs were tied together with the iconic voice of Swanand Kirkire and the sole message, “Get It and Eat It”, adapted in Marathi and Hindi as well. And the result was magnificent. With just 6 DVCs, Bakarwadi and it’s proud brand Chitale Bandhu Mithaiwale reached out to 25 Million hearts and gave us the success of launching their first national campaign.