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The Baker’s Dozen (TBD), India’s leading artisan bakery brand, has announced its partnership with Bollywood actress Soha Ali Khan for the consumer awareness campaign, “The Truth We Knead.” This marks TBD’s first celebrity collaboration, aiming to enhance transparency and quality in the bakery sector.
The campaign emphasises the brand’s commitment to using real ingredients and avoiding harmful additives, encouraging consumers to make informed choices about their bakery consumption. With an increasing demand for bakery products, especially in Tier 1 and Tier 2 cities, TBD aims to strengthen its market presence during the festive season.
Aditi Handa, Co-Founder and Head Chef at The Baker’s Dozen, stated, “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. Soha’s partnership amplifies our message and helps us reach more people who value authenticity and excellence in their food.”
As the festive season approaches, TBD anticipates a 2-3x sales boost in cakes and cookies, setting an ambitious sales target of INR 30-40 crores for the October to December quarter. The campaign is strategically planned to maximise impact during this peak season.
Soha Ali Khan expressed her enthusiasm for the collaboration, stating, “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. 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's first ad film showcases Soha's genuine appreciation for TBD’s offerings, highlighting the brand’s commitment to ‘No Nasties’ and gut-friendly products made with care. The initiative also includes a YouTube series featuring Aditi Handa and a social media campaign that provides insights into the bakery industry, covering topics such as traditional baking techniques and reading product labels.
