KEI Industries has signed actor Rashmika Mandanna as brand ambassador, backing the association with an integrated 360-degree marketing campaign that spans television, digital, social media, print and outdoor.
A new television commercial featuring Mandanna is set to go on air within the week, with the broader campaign scheduled to roll out next week.
Welcoming Mandanna to the company, Anil Gupta, Chairman cum Managing Director, KEI Industries, said the actor’s fame for her films and performances mirrors KEI’s own reputation for quality products and services worldwide, and thanked her for coming on board as brand ambassador.
Archana Gupta, Director, KEI Industries, tied the partnership to the brand’s respect for women’s achievements, noting that Mandanna embodies the confidence and determination of today’s empowered woman. She added that the association is meant to inspire more women to back their potential, echoing the spirit of KEI Wires & Cables’ tagline, “Har Tension Sahe Chalti Rahe.”
Akshit Diviaj Gupta, Executive Director, KEI Industries, said Mandanna’s authenticity and pan-India audience connect align well with the brand’s values of trust, quality and innovation, adding that the tie-up is expected to deepen consumer relationships and extend KEI’s reach to newer audience segments.
With this signing, KEI joins a growing list of Indian B2B and infrastructure-facing brands leaning on star power to build mass recall, as the wires and cables major looks to widen its consumer-facing appeal alongside its industrial credentials.
