Preface
In 2015, KitchenAid India approached me to write for one of the most interesting projects of my career. The entire branding campaign KitchenAid ProBaker, a competition to find the best home baker in India. From the naming, to print, digital, social & OOH, I got to do it all.
The campaign got a lot of media attention. Hundreds of bakers participated from all over the country. Cherry on the top? The copy was loved by both the contestants and the celebrity chefs judging the competition.
