Bonn Group has re-signed actor Katrina Kaif as its brand ambassador, reinforcing its celebrity-led marketing strategy as the bakery and FMCG company looks to strengthen brand recall and consumer engagement across markets.

The company has retained Kaif rather than appointing a new face, citing her appeal across age groups and geographies. 

Bonn said her presence has helped the brand connect with consumers across television, digital platforms, e-commerce and retail channels.

Over the past few years, celebrity partnerships have become central to Bonn's marketing approach for its breads, biscuits and bakery products. The company has deployed campaigns spanning digital media, advertising and on-ground activations to maintain visibility across the country.

Beyond Kaif, Bonn has expanded its celebrity roster to include actors Karisma Kapoor and Sonam Bajwa as part of its efforts to reach audiences across different regions and demographics.

The company has also leaned on regional entertainment properties to promote its products. Actors Gippy Grewal and Sargun Mehta, who star in the Punjabi film Carry On Jatta, have been promoting Americana's Flick biscuit range in a campaign targeted at regional audiences.

Bonn said it plans to continue investing in celebrity partnerships, product innovation and digital campaigns as it pursues growth across markets.

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.”