Birdy’s, the patisserie brand owned by Grill Splendour Services Ltd., has appointed Spek Digital LLP, part of the Schbang Network, as its Creative Brand and Marketing Partner. The collaboration marks the start of a brand update intended to engage with a new generation of customers.
The initiative includes a rebranding of Birdy’s outlets across Mumbai and the Mumbai Metropolitan Region, where the chain currently operates more than 40 stores. Spek Digital will oversee a full marketing mandate, including digital campaigns, influencer partnerships, in-store activations and visual identity changes.
As part of the revamp, Birdy’s will introduce a new range of products focused on health and expand into pet-friendly café formats. The changes reflect a shift in consumer preferences towards wellness and inclusivity.
A key element of the partnership is the launch of 'Birdy's BFF Bash', scheduled for August 2025 in Mumbai. The event is being held in collaboration with Avantika Bahuguna, Founder of MomsLeagueGlobal. It will include weekend panel discussions and community events at select Birdy’s locations, designed to attract families and pet owners.
“Birdy’s has always been a part of our most cherished childhood moments, birthdays, celebrations, and sweet memories before the digital era took over. As a millennial, that nostalgia holds deep personal meaning for me. It fuels my passion to help this legacy brand evolve and thrive by bringing in the best of Spek’s creative expertise, marketing innovation, and trend-forward thinking,” said Crish Shah, Managing Director, Spek Digital LLP.
Srinidhi Rao, Director, Birdy’s Bakery and Patisserie, said: “At Birdy’s, our DNA has always been rooted in excellence whether it’s our ingredients or our customer experience. But as the market evolves, so must we. This partnership with Spek is not just about marketing, it's about storytelling and cultural relevance. Spek understands today’s digital-first world and we are confident they’ll help us communicate our legacy and future with equal impact.”
The upcoming events and brand adjustments aim to strengthen Birdy’s presence in a changing market while maintaining its established identity.
