MUMBAI: A slice of fame can go a long way, especially when it lands in the bread basket. Bonn Group is doubling down on celebrity endorsements, AI-led campaigns and product innovation as it sharpens its brand strategy in India’s fiercely competitive FMCG market.
The bakery and food products company has renewed Bollywood actor Katrina Kaif as its brand ambassador, extending a partnership that has become central to its consumer outreach. Rather than seeking a new face, Bonn has chosen continuity, banking on Kaif’s pan-India appeal to strengthen visibility across television, digital platforms, e-commerce and retail.
The strategy extends beyond a single celebrity. Bonn has built a wider portfolio of ambassadors including Karisma Kapoor and Sonam Bajwa, while Punjabi film stars Gippy Grewal and Sargun Mehta have fronted campaigns for Americana’s Flick biscuit range, helping the brand deepen its connect with regional audiences.
The celebrity push has been matched with a steady pipeline of product launches. Americana recently expanded its biscuit portfolio with TOP Biscuits under the campaign line “Taste Mein Top, Crispy Non-Stop”, alongside a new Mango Flavoured Creme variant that joins the existing Strawberry, Coconut and Vanilla offerings.
In the bread category, Bonn introduced what it describes as India’s first Desi Twist Breads, featuring flavours including Lehsuni Tadka, Digestive Ajwaini Jeera and Missi. The range gives the company fresh product stories to build campaigns around rather than relying solely on brand messaging.
To amplify the launch, Bonn combined AI-generated films with large-format outdoor advertising across Delhi NCR, creating an integrated campaign spanning digital platforms and physical retail touchpoints. The company said its AI-led campaigns, including advertisements featuring Katrina Kaif and product launch films, have collectively generated more than 500 million views across platforms.
The integrated approach reflects a broader shift in FMCG marketing, where celebrity influence, digital storytelling and product innovation increasingly work together to drive consumer engagement. By combining familiar faces with new launches and AI-powered campaigns, Bonn is positioning brand equity as a long-term investment rather than a short-lived advertising exercise.
Commenting on the strategy, Bonn Group director Amrinder Singh said the company views celebrity partnerships as strategic investments that, when supported by quality products, extensive distribution and consistent visibility, help build stronger consumer trust and long-term brand equity.
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‘ Some details of this article were extracted from the following source indiantelevision.com ’
