Bonus, a global leader in promotional marketing and loyalty solutions with over 25 years of industry experience, has announced its expansion into the Middle East and India. As part of this strategic move, the company has established a regional office in Dubai, UAE, and appointed Nikhil Nayyar as Regional Director for the Middle East and India.
Located at IFZA Business Park in Dubai, the new office will serve as Bonus’ regional headquarters, overseeing commercial and operational activities across the GCC and the Indian subcontinent. The hub will provide clients with direct access to the company’s comprehensive promotional marketing capabilities, including creative strategy, licensed intellectual property solutions, production services, and digital engagement experiences.
The expansion marks a significant milestone in Bonus’ global growth strategy, strengthening its presence in high-potential markets where demand for innovative consumer engagement initiatives continues to rise.
Commenting on the expansion, Josep Porras, CEO & Managing Director of Bonus, said: “The Middle East & India represents a tremendous opportunity for us. Brands in these region are ambitious, consumer engagement is evolving rapidly, and the demand for distinctive, memorable promotional experiences is growing. With Nikhil leading our efforts on the ground, we are well-positioned to build lasting relationships and deliver the kind of impactful campaigns Bonus is known for worldwide. His appointment signals Bonus’s long-term commitment to the region – not a test, but a conviction.”
Nayyar will spearhead the company’s regional growth strategy, focusing on building client partnerships, driving market expansion, and delivering innovative promotional campaigns tailored to local market needs.
Speaking about his new role, Nikhil Nayyar, Regional Director for Middle East & India, Bonus, said: “Bonus brings something genuinely different to this market. Brands across the Middle East and India are ambitious, and consumers in both regions are increasingly sophisticated. The combination of world-class creative, iconic licensed IP and Bonus’s own production infrastructure means we can deliver campaigns that truly stand out – at speed and at scale. Having a dedicated hub in Dubai means we can be genuinely close to our clients on both sides of the region. I’m proud to be leading that charge.”
The Dubai office further strengthens Bonus’ global network, which already includes operations in Barcelona, Hong Kong, Milan, and Paris. Through this expanded footprint, clients in the Middle East and India will benefit from access to a globally connected team supported by extensive production capabilities and established licensing partnerships.
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