EBG Group has appointed actor Mrunal Thakur as the brand ambassador for its Carlton Wellness Group platform. Thakur will feature across brand films, digital campaigns, experiential activations and property launches, supporting the group’s phased expansion of wellness and hospitality offerings across urban and destination-led markets.
EBG Group has announced the appointment of actor Mrunal Thakur as the brand ambassador for Carlton Wellness Group, marking a significant step in the expansion of its wellness and hospitality platform. The association brings together a rising film star known for her versatility and contemporary appeal with a brand that is positioning itself at the intersection of modern wellness, mindful living, and experiential hospitality.
Under the partnership, Thakur will front Carlton Wellness Group’s brand films, digital-first campaigns, experiential activations, and property launches. The initiatives will be rolled out in phases across multiple markets, aligning with EBG Group’s broader strategy to scale its wellness operations across both urban centres and destination-led formats. The move signals the group’s ambition to build Carlton Wellness into a recognisable and aspirational name in India’s rapidly evolving wellness landscape.
The wellness sector in India has seen accelerated growth over the past few years, driven by changing consumer attitudes toward health, longevity, and holistic well-being. No longer confined to spas or retreats, wellness is increasingly being integrated into everyday lifestyles, residential developments, hospitality offerings, and travel experiences. Carlton Wellness Group aims to tap into this shift by offering a platform that blends physical health, mental balance, and lifestyle enhancement, while also delivering hospitality experiences rooted in comfort and contemporary design.
Mrunal Thakur’s appointment reflects this modern interpretation of wellness. Over the years, the actor has carved a niche for herself with performances across Hindi and regional cinema, gaining recognition not just for her acting skills but also for her grounded public persona. Her career trajectory, marked by consistent growth and a focus on meaningful roles, aligns with the values Carlton Wellness Group seeks to communicate—authenticity, balance, and long-term well-being rather than fleeting trends.
As brand ambassador, Thakur will feature prominently in Carlton Wellness’ storytelling. Brand films and digital campaigns will highlight the philosophy of the platform, positioning wellness as an integrated way of life rather than a luxury reserved for special occasions. The experiential activations and property launches will further extend this narrative, allowing consumers to engage with the brand in immersive, real-world environments. By leveraging Thakur’s popularity and credibility, Carlton Wellness aims to build stronger emotional connections with audiences across demographics.
EBG Group’s strategy for Carlton Wellness Group is rooted in scalability and adaptability. The phased rollout across multiple markets indicates a carefully calibrated growth plan, designed to cater to diverse consumer needs. Urban formats are expected to focus on accessibility and everyday wellness, addressing the demands of fast-paced city life where stress management, fitness, and mental health have become priorities. Destination-led formats, on the other hand, will likely emphasise retreat-style experiences, offering spaces for rejuvenation, reflection, and longer stays.
This dual approach reflects broader trends within the wellness and hospitality industry, where consumers seek both convenience and escape. By straddling these formats, Carlton Wellness Group is positioning itself to serve a wide spectrum of wellness seekers, from professionals looking for regular wellness touchpoints to travellers seeking immersive, restorative experiences.
The association with a film star also underscores the growing role of celebrity partnerships in shaping brand perception within the wellness sector. Unlike traditional endorsements that focus solely on visibility, such collaborations increasingly aim to convey shared values and lifestyles. Thakur’s public image—often associated with discipline, fitness, and a balanced approach to life—adds credibility to Carlton Wellness’ messaging, especially among younger audiences who are more discerning about authenticity.
For EBG Group, Carlton Wellness Group represents a strategic pillar in its broader portfolio, combining wellness with hospitality to create long-term value. The focus on integrated experiences suggests an intent to move beyond transactional offerings toward building ecosystems that encourage repeat engagement and community building. The use of digital campaigns alongside on-ground activations reflects a hybrid approach, recognising the importance of both online storytelling and physical experiences in building brand loyalty.
The timing of the announcement is also notable. As consumers increasingly prioritise health and well-being post-pandemic, wellness brands are competing not just on services but on trust and resonance. By bringing in a well-known and relatable face, Carlton Wellness Group aims to stand out in a crowded market, while reinforcing its commitment to quality and thoughtful growth.
Mrunal Thakur’s involvement is expected to extend beyond conventional promotional appearances. With property launches and experiential events forming a key part of the partnership, the collaboration is designed to be visible at moments that matter most in the brand’s journey. These touchpoints will allow Carlton Wellness to showcase its offerings in context, while leveraging Thakur’s presence to generate buzz and media attention.
As the rollout progresses across markets, the success of the partnership will likely be measured not just in terms of brand visibility but also in consumer engagement and perception. For Carlton Wellness Group, the challenge will be to translate aspirational messaging into tangible experiences that deliver on the promise of holistic well-being. For Thakur, the association adds another dimension to her public profile, aligning her with a category that resonates strongly with contemporary lifestyles.
In an industry where differentiation is increasingly difficult, EBG Group’s decision to anchor its wellness platform around a clear philosophy and a carefully chosen brand ambassador reflects a long-term vision. Carlton Wellness Group’s focus on both urban and destination-led formats, supported by phased campaigns and experiential storytelling, positions it to play a meaningful role in shaping how wellness and hospitality converge in India.
As Carlton Wellness Group embarks on this next phase of growth, the partnership with Mrunal Thakur sets the tone for how the brand intends to engage with consumers—through authenticity, accessibility, and experiences that go beyond surface-level indulgence. In doing so, EBG Group is signalling its intent to build not just wellness properties, but a wellness-driven way of living that can scale across geographies and evolve with changing consumer expectations.
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