Society Kadak Dust Tea is aimed at the heartland cities and towns of Maharashtra. Most of these places have their own local brands that are doing quite well because they cater to the local tastes. Society Dust Tea embarked on catering to local flavours by creating specific blends for specific regions a while back. And this thoughtful initiative has done quite well for the brand. One aspect that is common across regions is the love for the Kadak Chai. And this is what most of the brands are talking about.

Our challenge was how to be different in the noise. And so we created a character called Kadak Surve – witty, charming, stylish, and there is an effortless cool about him. The best part about Kadak Surve is that his legend arrives even before he does. To put it in local lingo, everything about Kadak Surve is Bhaari. Including his favourite cup of chai – Society Kadak Dust Chai. To achieve this in an impactful way, we decided to go the celebrity route to reach a large swathe of Maharashtra. The task was to have someone who projects this effortless cool. And that’s how we unanimously arrived at Riteish Deshmukh.

The main film and all the social media supports were conceptualised and shot in Marathi. The brand created a bunch of social media teaser films to generate curiosity before coming out with the main film.