New Delhi: Cera Sanitaryware Ltd. has appointed actor Kriti Sanon as its brand ambassador and unveiled its new integrated brand campaign, ‘Your Moment of CERA,’ as the company sharpens its premium positioning and seeks to strengthen its presence in India’s growing bathroom solutions market.
Conceptualised by McCann India, part of Omnicom Advertising India, the campaign marks a strategic shift for the company by positioning the bathroom as a space for personal comfort, self-expression and well-being rather than merely a functional area. Directed by filmmaker Arun Gopalan of Storyteller Films, the campaign film features Sanon transitioning from the demands of public life to moments of calm within her personal space, reflecting the broader consumer aspiration for everyday luxury and wellness.
The campaign also underscores CERA’s evolution from a sanitaryware manufacturer to a lifestyle-led bathroom solutions brand spanning sanitaryware, faucets and wellness products.
Commenting on the launch, Deepshikha Khaitan, Vice Chairperson & Joint Managing Director, Cera Sanitaryware Ltd., said, “The launch of ‘Your Moment of CERA’ marks an exciting new chapter in our brand journey. We are delighted to welcome Kriti Sanon as the face of CERA. Her elegance, confidence, authenticity, and contemporary appeal perfectly reflect the values of our brand and the aspirations of today’s consumers.
This campaign captures a simple yet powerful truth that amidst the many roles we play every day, the bathroom is one of the few spaces where we can truly be ourselves. It is a place to pause, recharge, reflect, and prepare for what lies ahead.
As we continue strengthening our premium and luxury portfolio alongside expanding our retail footprint and consumer touchpoints across India, ‘Your Moment of CERA’ reflects our vision of building India’s most trusted and preferred complete bathroom solutions brand. We remain committed to delivering innovation, design excellence, and meaningful experiences that enrich everyday living while driving sustainable long-term growth.”
Rahul Jain, President – Marketing, Cera Sanitaryware Ltd., said, “Today’s consumers no longer perceive bathrooms as merely functional spaces they increasingly view them as an extension of their lifestyle and personality. This consumer shift became the foundation of ‘Your Moment of CERA.’ We wanted to move beyond showcasing products and instead celebrate the emotions and experiences they enable.
The campaign will be supported through one of CERA’s largest integrated marketing initiatives, spanning television, OTT platforms, digital media, cinema, print, airports, outdoor advertising, and social media, enabling us to engage consumers consistently across every important touchpoint while strengthening brand preference and consideration.”
The integrated campaign will be rolled out across television, OTT platforms, digital media, cinemas, print, airports, outdoor advertising and social media as CERA looks to deepen consumer engagement across multiple touchpoints.
Speaking about the campaign, McCann India Executive Creative Director Utsav Khare said, “The country has reached a juncture where we don’t look at the bathroom as a superficial display of our expensive taste. ‘Your Moment of Cera’ is the moment you realize this deeper connection you have with that space and how that fulfills an emotional need rather than a functional want. In a category driven by functionality and catalogue-like advertising, this idea has a certain depth that can only be brought to life through bold executions. And that’s where the client comes in. Because you can ideate as much as you want, you need a person willing to put his belief and money behind it. There is a huge risk in using an A-lister celebrity the way we did; not many brands would be willing to take that risk. The level of trust the entire Cera team showed in us meant we just had to deliver something they would be proud of. A huge shout-out to Kriti too for giving it her heart and soul. And lastly, Arun, for creating a visual masterpiece only he can deliver. Cera has in the recent years really made a mark in the luxury bath and sanitaryware category at a product level. I hope the campaign delivers and complements their on-ground efforts.”
Pranav Kapur, Vice President, McCann India, added, “At McCann, we believe enduring brands are built by uncovering powerful human truths and expressing them with bold creativity. With Cera, the ambition was clear to redefine the brand as the benchmark for everyday luxury. That meant moving beyond category conventions and creating a distinct, contemporary identity that people would feel, not just see. “Your Moment of Cera” is the outcome of that thinking. Rooted in the insight that our most authentic moments unfold in private, the campaign transforms an everyday ritual into a celebration of individuality and self-expression. Bold in thought. Disruptive in execution. Enduring impact. We are confident this bold shift in brand expression will translate into stronger consumer preference and meaningful business growth.”
