Mumbai: Sweet Truth, the dessert brand from Rebel Foods, has launched a playful and indulgent new campaign ahead of National Cheesecake Day, taking on the imaginative role of a ‘Dessertologist’ in its mission to cure what it terms as India’s widespread “Vitamin CC (Cheesecake) Deficiency.”
With over a billion Indians yet to try their first slice of cheesecake, Sweet Truth is serving up dessert with a dose of fun. The campaign diagnoses everyday dessert cravings — from mood swings to midweek blues — as symptoms of a cheesecake shortage. Customers will receive their orders in a specially designed “prescription” envelope along with a cheerful 10-day cheesecake “treatment plan,” adding an extra layer of delight to every bite.
Nishant Kedia, Chief Marketing Officer at Rebel Foods, said, “Cheesecake has often been a misunderstood dessert in India — frequently viewed as something fancy or unfamiliar. With this campaign, we’re injecting a bit of humor and mischief to spark curiosity and encourage people to give it a try. Sweet Truth has always been about honest, indulgent desserts, and National Cheesecake Day is the perfect opportunity to share the love for this global favorite — one slice at a time.”
As part of the campaign, cheesecake lovers can indulge in popular flavors like New York, Mango, Biscoff, and Blueberry for just ₹99 per slice. The brand is also launching a trio of new “booster dose” flavors — Chocolate, Peanut Butter, and Tiramisu — priced at ₹129, offering even more ways to satisfy sweet cravings.
The campaign is currently live across Swiggy, Zomato, and EatSure — Rebel Foods’ direct-to-consumer platform — reaching dessert fans in over 354 cities across India. With a creative blend of humor, flavor, and feel-good storytelling, Sweet Truth’s new campaign is making sure no Indian misses their dose of cheesecake delight.
