Tasty Treat unites Bangladeshis with their real birth dates using custom AI

Delhi: It is estimated that over 20 million Bangladeshis are unaware of their actual birth date, living with the often-used default date of birth, January 1, on their ID cards. This was due to the prevalent practice of home births without documentation, which persisted for decades until birth certificates became mandatory in the late 1990s. This anomaly becomes even more pronounced considering the elderly population of Bangladesh.

Tasty Treat, the country's bakery chain, aimed to embark on a mission to bring joy to individuals by helping them uncover their real birth dates for the first time. 'Best Birthday Gift' is a custom AI module designed and created by Softwind Tech, one of Bangladesh's software companies, to utilise individuals' earliest memories of childhood stories about their birth to determine their actual date of birth.

This technology draws upon historical data from diverse sources, including religious events, calamities, and cultural or national milestones, to triangulate the birth date, thereby aiming to provide individuals with a newfound sense of identity and belonging. 

The campaign, conceptualised by Grey Bangladesh, tells the true story of Alimuddin Mia. His daughter, Salma, sees the Facebook announcement of the tool's availability at the Tasty Treat Mirpur branch. She goes on to collect an abundance of information from relatives about events that took place around the period of her father's birth. Initially, he is sceptical that anything will come of it, but with the help of the AI module and his daughter's tireless effort, he now knows the exact day and gets to celebrate his birthday for the first time in his life.

In addition to revealing their birth date, the module aims to empower individuals to order customised birthday cakes for their special day.