~ Chitale Bandhu drops a three-film ‘Sacchai Bhi, Acchai Bhi’ push with global ambassador Sachin Tendulkar — palm-oil-free Bakarwadi & Chivda, cashew-led Kaju Katli, and a 50,000+ outlet stretch into festive season. ~
Pune, September 2026: Chitale Bandhu has launched ‘Sacchai Bhi, Acchai Bhi’, a three-film campaign starring global ambassador Sachin Tendulkar. Conceptualised by Setu Advertising, Pune, the films put product truths front and centre for the brand’s Bakarwadi, Kaju Katli and Chivda — timed as the festive season opens and the brand pushes deeper into general trade.
The Bakarwadi and Chivda films flag preparation without palm oil; the Kaju Katli film leans on its cashew content. Rather than treat those as fine-print claims, the campaign turns them into a simple reassurance: good taste and goodness travel together. Tendulkar anchors the “Sacchai” — truth and honesty — while the products carry the “Acchai.”
Indraneel Chitale, Partner, Chitale Bandhu, said: “Today, consumers are increasingly conscious about what goes into the food they bring home. At Chitale Bandhu, this has always been a responsibility we have carried for generations, not just a trend. ‘Sacchai Bhi, Acchai Bhi’ is our way of reaffirming that when you choose Chitale Bandhu, you can choose with confidence.”
Distribution is the other half of the story. Products are now in 50,000+ outlets across Maharashtra, Goa, Chhattisgarh, Madhya Pradesh, Karnataka and Gujarat, taking a store-led Maharashtrian staple into wider general trade. Media runs across top GECs and Marathi news, with ICA and programmatic digital; e-commerce and quick commerce sit in the growth plan. CMO Yogesh Shinde frames the ambition as a progressive FMCG brand with a clear national stretch.
Marketing take: Heritage snack brands often sell nostalgia; Chitale is selling verifiable product truths with cricket’s most trusted face. If “Sacchai” sticks at the shelf across 50,000 outlets, palm-oil-free and cashew-forward claims become the moat — not just the festive jingle.
