diff --git a/conan/internal/conan_app.py b/conan/internal/conan_app.py
index 1319df62d64..36f1e1361a6 100644
--- a/conan/internal/conan_app.py
+++ b/conan/internal/conan_app.py
@@ -21,10 +21,10 @@ def __init__(self, cache):
         else:
             self._wrapper = None
 
-    def wrap(self, cmd):
+    def wrap(self, cmd, conanfile, **kwargs):
         if self._wrapper is None:
             return cmd
-        return self._wrapper(cmd)
+        return self._wrapper(cmd, conanfile=conanfile, **kwargs)
 
 
 class ConanFileHelpers:
diff --git a/conans/model/conan_file.py b/conans/model/conan_file.py
index 98082a8e490..802738098af 100644
--- a/conans/model/conan_file.py
+++ b/conans/model/conan_file.py
@@ -299,7 +299,7 @@ def generators_path(self) -> Path:
     def run(self, command, stdout=None, cwd=None, ignore_errors=False, env="", quiet=False,
             shell=True, scope="build"):
         # NOTE: "self.win_bash" is the new parameter "win_bash" for Conan 2.0
-        command = self._conan_helpers.cmd_wrapper.wrap(command)
+        command = self._conan_helpers.cmd_wrapper.wrap(command, conanfile=self)
         if env == "":  # This default allows not breaking for users with ``env=None`` indicating
             # they don't want any env-file applied
             env = "conanbuild" if scope == "build" else "conanrun"
diff --git a/conans/test/integration/extensions/test_plugin_cmd_wrapper.py b/conans/test/integration/extensions/test_plugin_cmd_wrapper.py
index 6635734341f..7c13f4e4fd0 100644
--- a/conans/test/integration/extensions/test_plugin_cmd_wrapper.py
+++ b/conans/test/integration/extensions/test_plugin_cmd_wrapper.py
@@ -10,10 +10,9 @@ def test_plugin_cmd_wrapper():
     c = TestClient()
     plugins = os.path.join(c.cache.cache_folder, "extensions", "plugins")
     wrapper = textwrap.dedent("""
-        def cmd_wrapper(cmd):
+        def cmd_wrapper(cmd, **kwargs):
             return 'echo "{}"'.format(cmd)
         """)
-    # TODO: Decide name
     save(os.path.join(plugins, "cmd_wrapper.py"), wrapper)
     conanfile = textwrap.dedent("""
         from conan import ConanFile
@@ -28,6 +27,28 @@ def generate(self):
     assert 'Other stuff' in c.out
 
 
+def test_plugin_cmd_wrapper_conanfile():
+    """
+    we can get the name of the caller conanfile too
+    """
+    c = TestClient()
+    plugins = os.path.join(c.cache.cache_folder, "extensions", "plugins")
+    wrapper = textwrap.dedent("""
+        def cmd_wrapper(cmd, conanfile, **kwargs):
+            return 'echo "{}!:{}!"'.format(conanfile.ref, cmd)
+        """)
+    save(os.path.join(plugins, "cmd_wrapper.py"), wrapper)
+    conanfile = textwrap.dedent("""
+        from conan import ConanFile
+        class Pkg(ConanFile):
+            def generate(self):
+                self.run("Hello world")
+        """)
+    c.save({"conanfile.py": conanfile})
+    c.run("install . --name=pkg --version=0.1")
+    assert 'pkg/0.1!:Hello world!' in c.out
+
+
 def test_plugin_profile_error_vs():
     c = TestClient()
     c.save({"conanfile.py": GenConanfile("pkg", "1.0")})