From ‘Kumkum Bhagya’ to brand favourite: How Mrunal Thakur won over marketers

As actor Mrunal Thakur celebrates her birthday, the occasion offers a chance to look beyond the silver screen and examine how she has quietly become one of the most sought-after faces in Indian advertising. Over the past few years, Thakur has built a portfolio that spans beauty, personal care, FMCG, wellness and lifestyle brands, making her one of the few celebrities who seamlessly straddle films and endorsements.

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Born on 1 August 1992 in Dhule, Maharashtra, Mrunal pursued a degree in Journalism at KC College, Mumbai, though she left before completing it to pursue acting. Her journey began on television with shows such as Mujhse Kuchh Kehti... Yeh Khamoshiyaan and Kumkum Bhagya, before she successfully transitioned to films—a feat that relatively few television actors have managed.

Her breakthrough in cinema came with films such as Love Sonia, followed by major projects including Super 30, Batla House, Jersey, Sita Ramam, Hi Nanna, The Family Star and Son of Sardaar 2. The success of Sita Ramam in particular helped elevate her pan-India appeal, making her an attractive proposition for marketers seeking nationwide recognition.

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That growing popularity is reflected in her endorsement roster. On social media alone, Thakur has partnered with brands across categories, including Whiskas, Lacto Calamine, Ramsons Perfumes, Galaxy Chocolates, and luxury wellness brand Carlton Wellness, among others. The diversity of categories suggests brands view her as both aspirational and relatable—a combination that resonates strongly with young urban consumers.

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For advertisers, Thakur's appeal lies in her "girl-next-door" image coupled with premium positioning. Unlike some celebrities whose endorsements are concentrated in one category, she has managed to maintain credibility across skincare, fragrances, chocolates, pet care and wellness, indicating strong brand adaptability.

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Marketing experts often point out that consumers increasingly favour celebrities who appear authentic rather than overtly glamorous. Thakur's social media presence, where she balances film promotions, lifestyle content and brand collaborations, helps reinforce that perception. This has translated into healthy engagement rates on sponsored posts, making her a valuable partner in the creator-led marketing era.

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Another factor working in her favour is her cross-market recognition. With successful projects in Hindi, Telugu and other regional markets, she offers brands reach across multiple linguistic audiences without losing cultural relevance.

From a television actor from Maharashtra to a pan-India film star and marketing favourite, her journey reflects the evolving nature of celebrity influence in India.