Bimbo Bakeries India, the maker of bread and cake brands including Harvest Gold, Modern, Kitty and Bakers Loaf, is marking World Bread Day with ‘Qisse Hai Bread Ke’, a campaign celebrating the memories and everyday moments associated with bread.
The campaign is anchored by an anthem film that brings together stories spanning generations, from breakfast toast and school tiffins to hostel sandwiches and snacks shared with friends. The film will be available on YouTube, Instagram and Facebook.
Shot in a multi-split-screen format, the film features people from different walks of life, including a young woman, a teenager, an office-goer, a homemaker and a man in his fifties, sharing nostalgic bread memories. These include burnt toast made by a father, bread pakora shared with a friend after being caught in class, hostel sandwiches, shahi tukda and malai toast.
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Through the campaign, the company aims to highlight bread’s place in everyday experiences, bringing together the food, people and occasions that become part of personal memories.
As part of the initiative, consumers can share their favourite bread memories in the comments on Bimbo Bakeries India’s social media pages using #QisseHaiBreadKe. Creators from the food, lifestyle, and mom and family categories will respond to the anthem, share their own stories and encourage their audiences to participate.
Ten selected memories will be turned into AI-generated personalised illustrations inspired by the people, food and details in each story. These digital mementos will be shared with the storytellers, while selected memories may also feature on the brand’s page.
The three winners whose memories receive the highest engagement, based on likes and comments, will each receive a reward worth ₹10,000. The winners will be announced on 18 October 2026 on the brand’s official social media page.
Commenting on the campaign, Raj Kanwar, Managing Director – Bimbo Bakeries India, said, “Bread has a place in so many beloved moments, from the tiffin packed for school to a late-night snack shared with friends. With the ‘Qisse Hai Bread Ke’ anthem, we are celebrating the stories people associate with bread and inviting them to share their own stories this World Bread Day. Every memory has its own flavour, and we look forward to seeing the stories people share.”
