EBG Group has announced actor Mrunal Thakur as the brand ambassador for Carlton Wellness, marking a strategic move as the group sharpens its focus on lifestyle led health and wellness offerings. Effective from FY 2025 26, the partnership will see Thakur front Carlton Wellness across brand films, digital storytelling initiatives and experiential wellness campaigns.
Carlton Wellness is positioned as a holistic platform that looks beyond surface level fitness trends to address everyday wellbeing, balance and mindful living. By bringing Mrunal Thakur on board, EBG Group appears to be aligning the brand with a voice that resonates strongly with urban, young and aspirational consumers. Thakur’s public image, built on consistency, discipline and relatability, fits naturally with the brand’s long term vision.
Over the past few years, India’s wellness industry has seen rapid growth, driven by rising health awareness, lifestyle shifts and increased spending on preventive care. Brands in this space are increasingly moving away from clinical messaging to more personal, story driven communication. Carlton Wellness seems to be following the same path, using narrative and experience to build deeper consumer connections.
As part of the collaboration, Thakur will headline campaigns that focus on real life wellness journeys rather than idealized routines. The emphasis will be on sustainable habits, mental wellbeing and accessible health choices, areas that continue to gain relevance among working professionals and younger audiences.
For EBG Group, this association is also a signal of intent to scale Carlton Wellness through culture led branding and immersive engagement formats. For Mrunal Thakur, the partnership adds another dimension to her growing portfolio of brand associations rooted in purpose rather than visibility alone.
As wellness continues to evolve from a niche interest into a mainstream lifestyle priority, collaborations like this reflect how brands are choosing credibility and alignment over conventional celebrity endorsements. Carlton Wellness, backed by EBG Group and fronted by Mrunal Thakur, is positioning itself to be part of that shift.
