Food often becomes a part of everyday moments of care, sharing snacks during late-night study sessions, bringing home someone’s favourite treat after a tough day, or sitting together over something small while sharing stories. The Baker’s Dozen (TBD) is building its latest brand narrative around these simple gestures that reflect affection and thoughtfulness.
Through its new platform, “When You Love, A Little Extra,” the brand explores how people often go beyond what is expected for those they care about. The idea focuses on the small efforts that make everyday interactions more meaningful, with food acting as a way to express emotions and strengthen connections.
The brand’s earlier storytelling around this thought included a collaboration with Royal Challengers Bengaluru, in which a film highlighted how families show care through small, thoughtful actions.
Continuing this theme, The Baker’s Dozen has released a new digital film that explores the bond between a grandmother and her grandson. The film captures a simple moment in which the child asks for one more bedtime story, reflecting the idea that love often inspires people to give a little more than is asked.
With ‘When You Love, A Little Extra,’ The Baker’s Dozen aims to explore stories around relationships, everyday gestures, and emotional connections through future campaigns, collaborations, and consumer experiences.
Watch the campaign
View this post on Instagram
View this post on Instagram
Sneh Jain, MD & Co-founder, The Baker’s Dozen, added, “‘When You Love, A Little Extra’ is not a campaign. It is the simplest expression of who we’ve always been as a brand. It captures the intent behind everything we do at The Baker’s Dozen, from our products to our story, and how we show up for our consumers.”
He further added, “As we continue to grow, this thought will guide the stories we tell, the experiences we create, and the relationships we build with our consumers. We began this philosophy with RCB, and with every story that follows, we hope to celebrate the little extra that makes people feel seen, cared for, and loved.”
Aditi Handa, Head Chef & Co-founder, The Baker’s Dozen, said, “Our capacity to care for each other in both grand and ordinary ways is what makes us human. And often, it’s the ordinary gestures that matter the most. The Baker’s Dozen has always been about this, about people and how they gather, share, nurture, and care for each other through food.”
She further added, “’When You Love, A Little Extra’ is a reflection of this thought. When you truly care, you instinctively do a little more. That emotion has always found its way into our kitchens, and now we’re simply giving it words.”
