The Baker’s Dozen (TBD), an artisan bakery brand, has collaborated with Bollywood actress Soha Ali Khan for their ongoing consumer awareness campaign, “The Truth We Knead.” This is TBD’s first-ever celebrity partnership, marking a significant milestone for the brand.
As per the brand, the collaboration will leverage Khan’s influence to advocate for transparency and quality within the bakery sector.
“The Truth We Knead” shines a spotlight on the brand’s commitment to honesty in its products, emphasising the quality and integrity of TBD’s extensive range, which includes cakes, cookies, sourdoughs, daily bread, and other baked snacks. By aligning with Soha Ali Khan, TBD aims to inspire consumers to make informed choices and appreciate the genuine value behind their favourite bakery items.
As the festive season approaches, TBD is poised to capitalise on the increased demand for cakes and cookies, traditionally experiencing a 2-3x sales boost. The company has set an ambitious target of INR 30-40 crores in sales in the October to December quarter. The campaign is strategically planned to maximise impact during this peak season.
The first ad film for this partnership spotlights Khan’s genuine love for The Baker’s Dozen’s bread, emphasising the brand’s commitment to ‘No Nasties’, gut-friendly products made with care and passion. This film showcases the brand’s dedication to delivering wholesome, high-quality products crafted with love.
The campaign highlights the integral role of bakery products in Indian households, with a special focus on their popularity in Tier 1 cities, followed closely by Tier 2 cities. Through informative and engaging content, “The Truth We Knead” empowers consumers to make informed choices about their daily bread and other bakery consumptions.
Additionally, it includes a YouTube series featuring Co-Founder – Aditi Handa, and a social media series offering exclusive glimpses into the behind-the-scenes of the bakery industry along with other interesting baking facts. The Instagram series by Handa covers topics like Traditional Baking Techniques, Reading Bakery Product Labels, Sourdough versus White bread, Correct labour and hiring practices, and more.
Handa, who is also the Head Chef at The Baker’s Dozen, said, “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, 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.”
