Brands
The Baker’s Dozen teams up with RCB as official bakery partner
Snacks meet cricket fever with themed packs and collectible player stickers
MUMBAI: The Baker’s Dozen has partnered with Royal Challengers Bengaluru as its official bakery and snacking partner for the 2026 season, tapping into India’s ever-growing cricket frenzy.
The collaboration will bring match-day excitement into homes through RCB-themed packaging across the brand’s product range, featuring popular players from the squad. Fans can also look forward to limited-edition collectible stickers tucked inside the company’s Protein Chips, spotlighting stars such as Virat Kohli, Rajat Patidar, Krunal Pandya, Josh Hazlewood and Bhuvneshwar Kumar.
The sticker series will roll out in three tiers: Black, Silver and Gold, each carrying points that can be collected for rewards. It is a clear nod to India’s love for both cricket and collectibles, blending fandom with a dash of friendly competition.
The move comes at a time when cricket continues to dominate the cultural conversation, especially during the Indian Premier League season. With RCB enjoying a strong fan following, the partnership places The Baker’s Dozen right at the centre of match-day rituals, where snacks are as essential as the scoreboard.
TBD co-founder and head chef Aditi Handa said, “After RCB’s inspiring win last season, we are delighted to be a part of their journey forward. It is no secret that cricket-watching and snacking go hand in hand. We want fans to enjoy the excitement on the field along with a guilt-free snacking experience through our range, from cookies and cakes to protein chips and crackers.”
TBD co-founder Sneh Jain said, “With millions tuning in and stadiums packed with passionate fans, this partnership places The Baker’s Dozen at the heart of India’s cricket craze. It gives us an opportunity to connect deeply with RCB’s fanbase through limited-edition collectibles. As a cricket fan myself, this is a particularly exciting collaboration.”
By blending sport, snacking and a touch of nostalgia, the partnership looks set to turn everyday treats into match-day memorabilia, giving fans one more reason to cheer along.
Brands
Pee Safe ropes in Smriti Mandhana for Be In Your Comfort Zone campaign
New campaign spotlights comfort-led hygiene with a confident, candid tone
MUMBAI: Pee Safe has rolled out its latest digital campaign, ‘BeInYourComfortZone’, as it sharpens focus on comfort-led hygiene while bringing on board Smriti Mandhana as the face of its new Comfort Range.
The campaign marks a strategic step for the brand, blending product storytelling with a broader message around confidence and self-assurance. At its core, the initiative encourages women to embrace their personal space, both physical and emotional, without hesitation or apology.
Fronted by Mandhana, the campaign leans into her on-field confidence and composed persona, aligning with the brand’s positioning around ease and empowerment. The move signals Pee Safe’s intent to connect with a younger, more vocal audience that values both functionality and emotional resonance.
Speaking about the idea behind the campaign, Pee Safe founder Vikas Bagaria said, “With ‘In Your Comfort Zone,’ we wanted to move beyond functionality and highlight the emotional role comfort plays in a woman’s everyday life. It’s about recognising those small yet significant moments where discomfort can hold you back and changing that narrative.”
He added that the campaign aims to encourage women to prioritise their well-being without second thoughts. Pee Safe founder Vikas Bagaria said, “Through this campaign and our Comfort Range, we aim to empower women to choose themselves and live confidently without second-guessing their comfort.”
The brand film captures everyday scenarios where discomfort often goes unnoticed but quietly affects confidence. By presenting relatable moments, it underscores how the right hygiene choices can restore ease and control, reinforcing the idea that comfort is not indulgent but essential.
The newly launched Comfort Range includes period panties, night pads, ultra-thin pads and panty liners, each designed to cater to different phases of the menstrual cycle. The focus is on all-day comfort, protection and freshness, reflecting evolving consumer expectations in the personal care space.
With ‘BeInYourComfortZone’, Pee Safe is not just promoting a product line but also nudging a larger cultural shift. By encouraging open conversations around intimate hygiene, the brand continues to chip away at long-standing taboos while positioning comfort as a daily essential rather than a quiet compromise.
