Goldmedal Electricals, the fast-moving electrical goods (FMEG) company, has launched its brand mascot ‘The Wireman’, for its wires and cables segment. ‘The Wireman’ symbolises strength, reliability and safety, which represents the brand’s products positioning and hence designed to look exactly like what he represents.
Through the launch of its brand mascot, Goldmedal aims to strengthen the company’s brand identity among key stakeholders. The overall persona of ‘The Wireman’ is designed to trigger interest and represent the brand in a holistic fashion. Aesthetically, the mascot represents the product, which is wires and cables, while his superhero looks represent the product’s features, which include high-quality, safety and strength.
Commenting on the launch of its mascot, Kishan Jain, Director, Goldmedal Electricals, said, “As innovators in the world of electrical products, we have always sought to integrate modernisation and quality while keeping the safety of our customers in mind. Today, it gives us immense pleasure to launch our mascot ‘The Wireman’ for our wires and cables business. ‘The Wireman’ represents the high standards of safety, quality and desire for perfection, which are the hallmarks of our product offering. Through the launch of our brand mascot, we aim to differentiate Goldmedal wires from our competition by focusing on the flexibility and adaptability of our products.”
Goldmedal Electricals was established in 1979 with a vision to make a positive difference to the lives of consumers. In 1981, the brand entered the wires and cables business. Over the last few years, Goldmedal has been growing at a 40 -50% CAGR year-on-year and has an aim is to be present in every household across all states in India.