The Baker’s Dozen (TBD), a bakery brand, announced a partnership with Soha Ali Khan, Bollywood actress, for its consumer awareness campaign, ‘The Truth We Knead’. From what is understood, the campaign focuses on transparency and quality in TBD’s products, which include cakes, cookies, and bread, and aims to encourage consumers to make more informed choices.
“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,” Aditi Handa, co-founder and head chef, The Baker’s Dozen, said.
This partnership marks the brand’s first celebrity collaboration as it seeks to strengthen consumer trust and expand its reach in the market, the company added. Furthermore, the first ad film for this partnership spotlights Soha’s genuine love for The Baker’s Dozen’s bread, emphasising the brand’s commitment.
“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.” Soha Ali Khan, added.