With New Ad Initiative, Bonn Group Sticks To Core Values

Bonn Group of Industries, a forefront and credible Fast-Moving Consumer Goods (FMCG) brand in food products, has declared the launch of its latest ad film campaign “Khayal Apno Ka”. Via this campaign, conceptualized by Pitamaas, the group desires to draw more attention to its central value of timeliness, personal care and connecting people in a striking, unconventional and luring manner.

The film describes the story of an old chaiwallah and a delivery agent, whose determination and concern for consumers are remarkable. Set in the snow-clad hilly terrains of an isolated locality, the commercial intends to make the audience feel euphoric, while also strengthening its core proposition, and leaving a smile on their faces. This, paired with extraordinary performance and likeable on-screen presence of the actors, triumphantly drives the point home.

Launching the new campaign, Amrinder Singh, director of Bonn Group of Industries stated- “Bonn Group is considered one of the most reliable brands when it comes to food products. Through the campaign, we wish to put emphasis on Bonn Group’s products, which are amongst the largest selling breads, biscuits and buns in the country. We are thankful to our factory workers and the delivery personnel for their continued patronage and extraordinary dedication to the brand despite the extreme conditions. We are extremely hopeful that the ad film campaign will help us building a greater brand connect with our end-users.”

The film has been created by Pitamaas. Commenting upon the simple yet very powerful and relatable campaign concept, Ritaz, MD informed- “Either breads, buns or biscuits are essential components of our first meal of the day. It’s a common story of every household. We all eagerly wait for our bread delivery guy every morning. We had a very interesting brief which was single mindedly emphasized on the brand’s core values. We took this as an opportunity to humanize the product and bring about humour and nostalgia alongside our key proposition. We have attempted to make it crisp and universally understood. We had a great time working on the creatives as it brought out the child in all of us and we hope that it brings out the same emotion in everyone who sees it.”

The film is being aired across several GEC channels and will be a part of the group’s 360-degree integrated campaign backed by print, outdoor and below the line activation.