Ad Campaigns
The Baker’s Dozen celebrates food as India’s universal language through its ‘Different Tongues, One Taste’ campaign this Independence Day
MUMBAI: India is a land of diverse cultures, traditions and languages, that is alive and dynamic – changing every 50-100 kms. But what binds us together is our unabashed love for food. That is, in a world marred by many cultural and language barriers, there is still food that keeps the spirit of our diversity alive. With this in mind, The Baker’s Dozen (TBD), India’s leading artisanal bakery brand, known for creating authentic and high-quality baked goods, has launched its heartwarming and relatable ‘Different Tongues, One Taste’ campaign this 79th Independence Day.
TBD’s campaign film captures instances from across the length and breadth of the country – people sharing love and care through TBD’s diverse range of products in their day-to-day lives. A wife surprises her husband with his favourite Banana Walnut Cake. A father packs a Donut Cake in his son’s school bag. A working woman prepares sandwiches for her lunch using Fourgrain Sourdough Bread and assures her mother she is eating healthy. A young girl sends her mother a photo of Dark Chocolate Cookies, telling her they taste just like the ones she makes at home. From different cities, different languages, different lives and family traditions, TBD’s film celebrates one shared truth – how food has the power to connect us all.
In addition to the film, the brand is also collaborating with food creators from Maharashtra, Kerala, Gujarat and West Bengal. Through this collaboration, these creators will recreate traditional regional recipes – that are an integral part of the larger Indian culture – using TBD’s products.
Talking about this year’s Independence Day campaign film, The Baker’s Dozen co-founder & head chef Aditi Handa said, “One of the aspects that I love about cooking, and fascinates me to this day, is how it’s a universal language to express love and care for others. In our factory, I interact and collaborate with people from varied cultures who bring such unique perspectives to the table, enhancing the richness and goodness of the products we create. This Independence Day, we wanted to celebrate this cultural multiplicity through food with our ‘Different Tongues, One Taste’ campaign. With the current climate over language barriers, we sought to celebrate the common language of food made with love that binds us all together.”
The Baker’s Dozen co-founder Sneh Jain added, “Through our ‘Different Tongues, One Taste’ campaign, we wanted to mark India’s independence in a way that is meaningful, relevant and relatable to Indians belonging to different cultures, regions, and languages across the country. What better way to do that than through the unique uniting power of the language of food? Our campaign film is a testament to the fact that good, pure food can transcend boundaries to bring people together in love and affection.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
