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Bonn sees celebrity endorsements to foster brand visibility
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Wednesday, 01 July, 2026, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Bonn Group is of the view that the right face has built stronger recall than any tagline ever could. Over the past few years, celebrity partnerships have become the backbone of how the company markets its range in a crowded FMCG market.
The company noted that its straightforward and pair a name that consumers already trust with products worth buying. This keeps the name visible wherever shoppers meet the brand.
Roping in Bollywood Star Katrina Kaif, who was recently re-signed as brand ambassador, the company said that it is a relationship the brand has chosen to renew rather than replace.
“The reason is clear, her widespread appeal transcends age groups, regions, and audiences, making her equally effective on television, digital platforms, e-commerce, and retail communication. We have put that reach to work through campaigns that run across digital media, advertising and on-ground engagement, keeping the brand in front of audiences nationwide,” said the company in its communication note.
“Earlier Bonn has built a wider set of celebrity associations to reach consumers who speak different languages and watch different screens. These include Karisma Kapoor and Sonam Bajwa who have helped the brand show up consistently on packaging, on social feeds, in regional campaigns,” the note stated.
“The Punjabi film ‘Carry On Jatta’ leads, Gippy Grewal and Sargun Mehta, who have been promoting Americana’s Flick biscuit range. It also took on its bread aisle with India’s first Desi Twist Breads. The range has familiar Indian flavours: Lehsuni Tadka, Digestive Ajwaini Jeera and Missi giving the brand’s campaigns a concrete product to talk about rather than a generic loaf,” said the company.
Amrinder Singh, director, Bonn Group, said, “In today’s fast-moving consumer landscape, brands need to create relevance at every touchpoint. Our collaborations with celebrated personalities such as Karisma Kapoor, Sonam Bajwa and Katrina Kaif have helped Bonn go beyond advertising and build stronger emotional connections with consumers. When supported by quality products, extensive distribution and consistent visibility, celebrity endorsements become powerful catalysts for brand growth. At Bonn, we view these partnerships as strategic investments in long-term brand equity and consumer trust.”
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