Ad Campaigns
The Baker’s Dozen launches ‘The Truth We Knead’ campaign
Mumbai: The Baker’s Dozen (TBD), an artisan bakery brand in India, has launched a new consumer awareness campaign called ‘The Truth We Knead’ in partnership with actress Soha Ali Khan. The campaign promotes transparency and quality in bakery products, emphasising the importance of using real ingredients without harmful additives.
This collaboration marks TBD’s first celebrity partnership and aims to inspire consumers to make informed choices regarding bakery items. The campaign highlights the rising significance of bakery products in Indian households, particularly in tier one and tier two cities.
As the festive season approaches, TBD expects a two to three times boost in sales for cakes and cookies, targeting ₹30-40 crore in sales during the October-December quarter.
TBD co-founder & head chef Aditi Handa expressed excitement about the partnership, “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, Soha Ali 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.”
The campaign includes a series of videos and content showcasing TBD’s commitment to ‘no nasties’ and quality products made with care.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
