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.”
