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Bakeman’s Cream Crunch Campaign

Could a small newbie like Bakeman’s, take a bite out of the Indian confectionery market dominated by big brands? Like Britannia and Parle? Well, this Bakeman’s Cream Crunch campaign was aimed at doing just that!

Bakeman's Cream Crunch Campaign, Trikaya Grey, 1994

Part of a series of products launched by the Delhi-based company, the Bakeman’s Cream Crunch campaign allowed us to get really creative. We focused on the cream inside, and used a play of words, to make a play for the market!

Back in 1994, Bakeman’s brands stood out in the market, not just with clever and engaging advertising, but also with the great taste they left in consumers’ mouths.

The brand built up its portfolio of products over the years and added many happy customers. They were not just in India, but around the world as well. Because Bakeman’s also became a major exporter in the years that followed.

For reasons best known to its promoters, the brand downed its shutters sometime in the early 2000s. Industry reports hints of not enough investment in R&D and capacity…

All I can say is, it was yummy while it lasted!

Art Direction: Shalini Minocha Beri
Writer: Mehernosh Shapoorjee
Agency: Trikaya Grey, New Delhi

In addition to the above, we also launched Bakeman’s English Marie, and Bakeman’s Cookie Collection. Both of which went down quite well with the market.

I worked with Shalini on all these campaigns, where she also led the brand strategy, working directly with the leadership at Bakeman’s.


At work, I tend to Brands and nurture ideas that help people and businesses bloom. I am a writer of all things that catch my eye. I travel to discover myself, as much as I do to discover the world. I am a foodie at heart, and am open to tasting anything that's edible!


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