KEI signs Rashmika Mandanna as brand ambassador

NEW DELHI: KEI Industries has signed Rashmika Mandanna as its brand ambassador, roping in one of India’s most bankable stars to electrify its consumer-facing push. The wires and cables maker says the tie-up marks a fresh chapter in its branding playbook as it looks to deepen its connect with customers across the country.

KEI is betting that Mandanna’s pan-India popularity and reputation for authenticity will rub off on a company that has spent decades building its name on trust and quality. Anil Gupta, chairman cum managing director, called the pairing a meeting of two reputations, that of an actor known for her performances and a company known for its products, and thanked Mandanna for joining the fold.

Archana Gupta, director, framed the association in more values-driven terms, casting Mandanna as emblematic of the modern, fearless Indian woman and tying her resilience to the brand’s own engineering pitch, encapsulated in KEI’s tagline: Har Tension Sahe Chalti Rahe. Akshit Diviaj Gupta, executive director, added that Mandanna’s energy and reach made her a natural complement to a brand built on trust, quality and innovation.

The campaign proper kicks off shortly, with a new television commercial due within the week as part of a 360-degree marketing blitz spanning television, digital, social media, print and outdoor. The push is designed to put Mandanna front and centre as KEI works to widen its footprint across consumer touchpoints nationwide.

Founded in 1968, KEI Industries makes wires and cables ranging from 1.1 KV to 400 KV, with a presence in over 60 countries beyond India.

With Bollywood-grade wattage now behind its brand, KEI is clearly hoping the current runs both ways, and that Rashmika’s star power keeps the company switched firmly to the top of consumers’ minds.