India, February 25, 2025 – Society Tea, one of Maharashtra’s most loved tea brands, has unveiled its latest ad film primarily for its Maharashtra audience – ‘Kadak Surve- Chai Bhari’. Featuring the charismatic Riteish Deshmukh as Kadak Surve- a bold cop who is the epitome of Kadakness. The ad film celebrates the robust and full-bodied essence of dust tea, a strong and kadak chai that fuels the spirit of chai lovers across much of Maharashtra. Shot in both Marathi and Hindi, the film reflects the deep-rooted love for kadak chai in Maharashtra and to convey this Society Tea wanted to do something hi-octane, something ‘Bhari’.
Infused with high-energy storytelling, vibrant visuals, and Riteish Deshmukh’s undeniable charm, Kadak Surve – Chai Bhari is more than just an ad—it’s a tribute to the deep-rooted love for a strong, flavourful cup of chai.
Speaking on the launch, Karan Shah, Director, Society Tea, said: “Kadak chai is more than just a beverage—it’s an emotion. With ‘Kadak Surve – Chai Bhari,’ we wanted to encapsulate the strength and energy that a cup of our dust tea delivers. Riteish Deshmukh brings this vision to life with his dynamic presence, making this campaign truly bhari!”
Riteish Deshmukh, on the launch of ‘Kadak Surve – Chai Bhari,’ said, “Working with Society Tea was a great experience. The concept is full of energy, fun, and truly captures the strong, kadak spirit of chai. Playing a tough yet witty cop—was exciting because it mixes action with humor in a way that everyone can enjoy. Our Mumbai Police are known for their fearless attitude and street-smart charm, and we’ve brought that desi vibe into the film. Just like Society Tea’s dust tea, it’s strong, full of character, and totally bhari!”
The film is now live across Meta and YouTube platforms, inviting tea enthusiasts to experience the unparalleled strength of Society Tea’s dust tea.
TVC Credits
Agency Name – Blackswanlife (Sukumar Menon)
Production house – Twism Productions
