Bonn Group ropes in Sonam Bajwa as brand ambassador for its Americana range of biscuits

The campaign 'Taste Jo Karde Deewana' blends well with the Americana range of premium biscuits
Sonam Bajwa, brand ambassador of Americana range of premium biscuits

Sonam Bajwa, brand ambassador of Americana range of premium biscuits

Photo - Bonn Group

Bonn Group, a leading manufacturer of world-class bread and bakery products in India, onboards award-winning actress Sonam Bajwa as brand ambassador for its Americana range of premium biscuits. As a part of this association, the actress will be promoting the Americana biscuit range on several multimedia platforms.

Amrinder Singh, director of Bonn Group of Industries, said, "We are exhilarated to welcome Sonam Bajwa into the Americana family. She is a brilliant actor and has recently built a strong fan-base with her amazing talent and back-to-back hit movies. Sonam has associated with us when we aggressively expand our manifestation and operations. I believe her charm and vibrant personality will certainly add more value to our brand."

Reflecting further, Singh said that Americana's premium digestive range of biscuits is made up of whole wheat for easy digestion and a happy gut. The brand also has a whole wheat multigrain cracker in its healthy product range. He proudly stated, "Americana is the market leader in the coconut biscuit segment in North India. Americana has become a leading brand with the stakeholders' joint efforts, including all the valued customers."

Americana brand biscuits are available in more than 1,50,000 outlets in North India, including Punjab, Haryana, and Delhi NCR. Moreover, Americana biscuits are also available on Bonn Group's eCommerce platform- along with other online stores like Big Basket, Swiggy, Walmart, Nature Basket, and a few more. Also, the brand is taking forward its journey zealously by expanding to Hyderabad and Bangalore markets.

Sonam Bajwa is pleased to be a part of the Americana community. "Taste Jo Karde Deewana' is an innovative campaign I am associated with and goes quite well with the Unique Selling Proposition (USP) of the biscuits range, which offers both quality and taste. The company has a decent range of premium biscuits in its product portfolio that is delectable yet affordable. Being a part of Americana's growth will be an enthusing journey that I'm looking forward to." added Bajwa.

Bajwa has a considerable fan base in Punjab and North India. Americana's association with her is slated to increase the brand's appeal among current and prospective customers. The collaboration will also provide the Americana Biscuit Range from Bonn Group with more excellent brand recall. The move aims to create a point of difference vis-a-vis competition for Americana.

The fast-moving consumer goods (FMCG) industry is rapidly growing, and therefore, the retail industry is ready to follow an omnichannel strategy. According to a Nielsen report, eCommerce for FMCG will reach US$ 400 billion by 2022, representing more than 10% of the global market for bakery products.

BONN is a quality-driven FMCG company founded more than three decades ago in 1985 by visionary entrepreneur Manjit Singh. The brand 'BONN' has become synonymous with Bread and Bakery in many cities in North India, where the company enjoys a dominant market share. The Group produces a range of food products, including Bread, Biscuits, Cakes, Rusk, and Cookies sold in India and is exporting to about 55 countries on over three continents.

The company is also the winner of the National Award for Quality Products from the Government of India and has certifications like HACCP by 'DNV' (a certificate body of the Netherlands) and an ISO 9001:2000 certifications by DNV. It is also approved by the Bureau of Indian Standards and got the BRC certification. The company has 12 manufacturing plants spread all over north India.

Bonn is fully integrated, having a fleet of more than 500 trucks and an in-house setup for developing packaging. The company is a pioneer in starting the production of cookies on an industrial scale in India and is deemed the most preferred FMCG brand with a Pan-India presence shortly with bread, biscuits, cake, rusk, and other products.

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