In a significant collaboration, The Baker’s Dozen (TBD), India’s leading artisan bakery brand, has teamed up with Bollywood actress Soha Ali Khan for their latest consumer awareness campaign, “The Truth We Knead.” This campaign marks TBD’s first-ever celebrity partnership, highlighting their commitment to transparency and quality in bakery products.
Campaign Focus: Transparency and Real Ingredients
“The Truth We Knead” aims to shine a light on the brand’s dedication to honesty in its offerings, emphasizing the quality and integrity of TBD’s extensive range, which includes cakes, cookies, sourdough, daily bread, and other baked delights. By bringing Soha Ali Khan on board, TBD seeks to inspire consumers to make better-informed choices and appreciate the genuine quality of the bakery products they enjoy.
Strategic Planning for the Festive Season
With the festive season around the corner, TBD is strategically leveraging this campaign to capitalize on the heightened demand for bakery items. Historically, sales of cakes and cookies see a 2-3x increase during this time, and TBD has set an ambitious target of INR 30-40 crore in sales for the October to December quarter. The campaign’s timing is poised to maximize its impact during this crucial period.
Soha Ali Khan Speaks on the Campaign’s Purpose
Sharing her excitement about the partnership, Soha Ali Khan remarked: “I’m excited to join The Baker’s Dozen for their ‘The Truth We Knead’ campaign. As a consumer, I believe transparency and quality are essential in the products we choose. Partnering with an authentic brand like TBD perfectly aligns with my values and ideals. This campaign is a great initiative to educate people about the importance of knowing what’s in their food. I’m proud to be part of a movement that promotes honest and delicious bakery products.”
Aditi Handa on Partnering with Soha Ali Khan
Aditi Handa, Co-Founder and Head Chef at The Baker’s Dozen, shared her enthusiasm for the campaign, stating: “We are incredibly excited to partner with Soha Ali Khan for ‘The Truth We Knead,’ marking a new chapter for our brand. This campaign reflects our dedication to always making products with real ingredients and using no nasties—values that are at the heart of everything we do. We’ve always admired Soha for her commitment to quality and authenticity, which perfectly aligned with what we wanted to communicate to our customers. Soha’s partnership amplifies our message and helps us reach more people who value authenticity and excellence in their food.”
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Behind the Scenes of the Campaign
The first ad film for this campaign features Soha Ali Khan showcasing her genuine appreciation for TBD’s range of baked goods. The film highlights the brand’s core philosophy of “No Nasties” and its focus on producing gut-friendly products crafted with love and precision. Alongside, the campaign includes a YouTube series featuring Co-Founder Aditi Handa, where she delves into topics like traditional baking techniques, reading product labels, and the difference between sourdough and white bread. A social media series offers behind-the-scenes glimpses into the bakery industry.
The Growing Role of Bakery Products in Indian Homes
The campaign also sheds light on the growing importance of bakery items in Indian households, especially in Tier 1 and Tier 2 cities. Through informative content, “The Truth We Knead” empowers consumers to better understand their daily bread and bakery consumption, emphasizing the value of transparency in food choices.
About The Baker’s Dozen
Founded in 2013 by Sneh Jain and Aditi Handa in Mumbai, The Baker’s Dozen has grown from a humble bakery into India’s largest artisan bakery brand. Starting with just a few stores, the brand quickly expanded and now operates a state-of-the-art 30,000-square-foot facility near Ahmedabad. With a presence in over 50 cities, TBD continues to uphold its commitment to quality, hygiene, and authentic bakery experiences. The brand has established itself as a leader in the bakery category, partnering with quick commerce platforms like Blinkit, Instamart, Zepto, and more.
