Cake India


Welcome to Cake India

Cake is a creative agency, specialising in sport, entertainment and culture. ​​​

We build meaningful connections between brands and consumers through culture, using our proprietary Meaningful Brands in Culture study and strategic approach. ​ All our ideas fuse bold thinking with brilliant creativity, underpinned by data and insight.​​
EE Parallel - The first hybrid, 5G powered club night ​

EE Parallel - The first hybrid, 5G powered club night ​

Partnering EE with Beatport (the world's largest electronic music platform) we produced the first hybrid, 5G powered club night. Parallel was a series of live events that relied on EE 5G to power live, in real life DJ performances and livestream them out far and wide. ​ Tickets sold out in less than 24 hours, across 3-venues, with over 200k online livestream views. One of the biggest successes for EE was being able to capture such an acute portion of their target audience – proving that Beatport was a perfect partner for this event.

Major League Baseball

Bring the Noise - Launching MLB's innovative new game format - HRDX

Bring the Noise was a global music and youth culture campaign for MLB's innovative new game format, Home Run Derby X. Working with talent, partners and creators we developed a campaign of engaging content to educate and excite Next Gen Fans on the arrival of this entirely new baseball format. We kicked off the campaign with a launch film that introduced the world to Home Run Derby X. Shot in the style of a music video, and fusing baseball with music, fashion and youth culture, Home Run Derby X was introduced to the world via MLB, talent and partner channels.

Aston Martin F1 2022 - Launching the new car livery to a global audience of F1 media & fans
Aston Martin F1

AMF1 2022 - Launching the new car livery to a global audience of F1 media & fans

Driving excitement for the Aston Martin Formula 1™ 2022 launch moment amongst media, partners, existing fans and new ones, by telling the story of how the incredible ARM22 F1 car had been expertly crafted. We created, produced & delivered an intense holographic light show using unique laser-tracing projections and cutting-edge HyperVSN holographic displays, never before used in a live event. These immersive visual tools combined with thundering sound design created a multi-sensory spectacle for both physical and virtual viewers. Each animation was carefully designed to represent and tease the features of the new AMR22. The hybrid event was also livestreamed to over 4m people online, with an overall digital reach of 249m.

BT Watch Us Rise - Introducing more women and girls to the grassroots game

Watch Us Rise - Introducing more women and girls to the grassroots game

Supporting BT’s ambition to increase female participation in grassroots football through the BT Playmaker online volunteer course.​ We produced a BT Sport mini-series that followed a group of young women who love football but have all faced personal challenges in their lives as they become BT Playmakers. We told their stories, connected them with their heroes, the Lionesses, and watched them rise from troubled teens to confident leaders on and off the pitch. Since the launch of Watch Us Rise over 50% of sign ups have been female.

JD Sports

King of the Streets - Reconnecting next gen youth with JD Sports at Christmas

‘King of The Streets’ was a fully integrated global campaign, created to reaffirm JD's position as the number one retailer for street style and the leading brand in youth culture. At its heart was a two-minute TV ad, ‘JD Street’, starring more than 30 sporting, musical and TV youth culture icons including Little Simz, KSI and Jadon Sancho. As an extension of the TVC and OOH, a mockumentary, launched via TikTok and JD social channels. Consumers also got a chance to shop their favourite items via a full-length, digital, shoppable version of the ad - pausing the scenes and shopping in real time, whilst also being able to play a mobile game version of ‘JD Street’ for the chance to win weekly prizes. The hero TVC was ranked as YouTube’s most engaging Christmas Ad of 2021.

Our Clients

AdobeAston MartinArsenalBTEEJD SportsMLBNFLPayPalPumaPremiership RugbyPremier LeagueThe FASport England