Mumbai: The Baker’s Dozen (TBD), an artisan bakery brand in India, has launched a new consumer awareness campaign called ‘The Truth We Knead’ in partnership with actress Soha Ali Khan. The campaign promotes transparency and quality in bakery products, emphasising the importance of using real ingredients without harmful additives.
This collaboration marks TBD’s first celebrity partnership and aims to inspire consumers to make informed choices regarding bakery items. The campaign highlights the rising significance of bakery products in Indian households, particularly in tier one and tier two cities.
As the festive season approaches, TBD expects a two to three times boost in sales for cakes and cookies, targeting ₹30-40 crore in sales during the October-December quarter.
TBD co-founder & head chef Aditi Handa expressed excitement about the partnership, “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.”
Talking about the association, Soha Ali Khan expressed, “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.”
The campaign includes a series of videos and content showcasing TBD’s commitment to ‘no nasties’ and quality products made with care.
