The Baker’s Dozen has rolled out a campaign 'The Truth We Knead', featuring actor Soha Ali Khan to advocate for transparency and quality within the bakery sector. 

This is the brand's first celebrity-led campaign.

Conceptualised by EiPi Media, the campaign consists of an ad film to inspire consumers to make informed choices and recognize the true value behind their favourite bakery products. The film begins with Khan in the role of a queen, requesting something handmade with love, prompting a servant to present her with a replica of the Taj Mahal. When she asks for something soft, the servant humorously offers a teddy bear. Finally, when she requests something fresh, the servant reviews all the qualities and presents her with The Baker’s Dozen products, perfectly meeting her expectations. The ad highlights the brand's commitment to delivering wholesome, high-quality baked goods made with care.

What we think about it: Delivers a clever mix of wit and brand messaging, creating a strong connection between quality baking and consumer trust.

Aditi Handa, co-founder and head chef, The Baker’s Dozen, said, “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.”