Shot in Marathi and Hindi, the film reflects the state’s deep love for kadak chai, with Society Tea 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 Society Tea’s dust tea.
Taking the excitement a notch higher, Society Tea 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.
Experience Riteish Deshmukh in his most commanding avatar yet! Spot the ‘Kadak Surve’ cutout at cinemas near you, strike a pose, and share your Kadak Selfie on Instagram. Don’t miss this unique photo opportunity as you head into your nearest cinema halls!
- PVR Aurangabad, MIDC Industrial Area, Chhatrapati Sambhaji Nagar
- PVR Cinemas, Nanded Square Mall, Nanded
- PVR Latur, Barshi Road, Latur MIDC
- PVR Reliance Mega Mall, Kolhapur
- PVR DYP City Mall, Kolhapur
- M.K. Theatre, Chiplun
- Subhadra Mall, Pencil Chowk, Baramati Midc
- Near Nagar Palika Building, Raviwar Peth, Karad
- City Pride Multiplex Siddhivinayak City Center, Shivajinagar, Ratnagiri
- Seven Star Multiplex, Satara
- Carnival New Pride, Sangli
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, Society Tea is creating a chai movement across Maharashtra — building excitement, strengthening brand love, and making kadak chai the flavour of the season.
Speaking on the campaign’s impactful on-ground extension, 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.”