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Society Tea sparks a chai revolution with bhari installations
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Thursday, 08 May, 2025, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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Society Tea, one of Maharashtra’s most loved tea brands, has unveiled its latest ad film – Kadak Surve – Chai Bhari – for its Maharashtra audience. Featuring Riteish Deshmukh as Kadak Surve, a bold cop and epitome of Kadakness, the film celebrates the robust essence of dust tea that fuels chai lovers across Maharashtra.
Shot in Marathi and Hindi, the film reflects the state’s deep love for kadak chai, with the company aiming to do something truly ‘Bhari’. Infused with high-energy storytelling, vibrant visuals, and Riteish’s charm, Kadak Surve – Chai Bhari is a tribute to Maharashtra’s bond with a strong cup of chai, now live on Meta and YouTube, inviting tea lovers to experience the strength of its dust tea.
Taking the excitement a notch higher, it has now strategically placed large Kadak Surve cutouts across key cities in Maharashtra to create a larger-than-life impact and build a real-world buzz around the power of a kadak chai. These vibrant and towering cutouts have been installed at prominent indoor locations like malls and cinema halls, creating immersive touchpoints for consumers to interact with the brand in a fun and memorable way.
Designed to attract attention, trigger selfie moments, and ignite social media shares, these larger-than-life installations aim to weave the spirit of Kadak Surve – Chai Bhari into the fabric of everyday conversations. Through this innovative on-ground activation, it is creating a chai movement across Maharashtra — building excitement, strengthening brand love, and making kadak chai the flavour of the season.
Karan Shah, director, Society Tea, said, "Kadak chai is not just a drink — it’s a daily ritual, a source of strength, and a shared emotion for millions. With 'Kadak Surve – Chai Bhari,' we’ve captured that energy and spirit, both on screen and on-ground. Riteish Deshmukh’s powerful portrayal and our installations across Maharashtra bring the kadakness alive like never before, making this campaign truly bhari in every sense."
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