CERA names Kriti Sanon brand ambassador with new national campaign

MUMBAI: Looks like bathrooms are no longer just for brushing up, they’re brushing up brand stories too. CERA Sanitaryware is betting that today’s consumers see the bathroom as more than a functional space, launching a new national campaign that places everyday moments of privacy and self-reflection at the heart of its brand narrative.

The company has appointed actor Kriti Sanon as its new brand ambassador and unveiled ‘Your Moment of CERA’, a campaign designed to reposition CERA as a lifestyle-led bathroom solutions brand spanning sanitaryware, faucets and wellness products.

Conceptualised by McCann India, part of Omnicom Advertising India, the campaign shifts the conversation away from products and towards the emotional role bathrooms increasingly play in modern homes. Rather than portraying the space as purely utilitarian, the campaign presents it as a place to pause, recharge and reconnect with oneself.

Directed by Arun Gopalan of Storyteller Films, the campaign film follows Sanon stepping away from the pressures of public life to enjoy quiet moments in her personal space. Using her life in the spotlight as a narrative device, the film explores themes of privacy, reflection and authenticity.

The campaign also supports CERA’s broader premium positioning strategy as the company continues expanding its retail footprint and product portfolio across India.

To maximise reach, ‘Your Moment of CERA’ will be backed by one of the company’s largest integrated marketing initiatives, spanning television, OTT platforms, digital media, cinema, print, airports, outdoor advertising and social media.

The creative campaign was led by McCann India Executive Creative Directors Utsav Khare and Gourav Verma, with the agency seeking to move the category beyond conventional product-led advertising. The creative approach positions the bathroom as an emotional space rather than simply another room in the house.

The campaign reflects a broader shift in India’s home and lifestyle market, where consumers are increasingly viewing bathrooms as extensions of personal style and wellbeing. As brands compete in the premium home segment, storytelling is becoming just as important as product features in shaping consumer preference.

With Kriti Sanon fronting the campaign and an extensive multi-platform rollout, CERA is aiming to strengthen its premium credentials while redefining how consumers think about one of the home’s most private spaces.