Kai India launches new campaign starring managing director Rajesh U Pandya

Premium knife, razor, and personal care brand Kai India has launched a new campaign to help build up its India customer base. The campaign stars Kai India’s managing director Rajesh U Pandya wearing a traditional Japanese Kabuki mask.

“Kabuki represents the essence of precision, artistry, and tradition that we have strived to uphold in every Kai knife,” said Kai India’s managing director Rajesh U Pandya in a press release. “I am thrilled to be a part of this unique campaign that not only highlights our knives but also pays tribute to the captivating world of Kabuki. This is my second campaign for the brand, and I believe it reinforces our commitment to innovation and celebrating the artistry that sets Kai apart.”
 
Kabuki is a form of Japanese theatre known for its elaborate masks. Pandya was inspired by Japanese Kabuki actor and producer Ichikawa Danjuro XIII for his campaign avatar. 

“At Kai India, we have always been passionate about the intersection of art and craftsmanship,” said Kai India’s head of marketing Hitesh Singla. “Mr. Pandya, as a Kabuki admirer, offers a fresh perspective, emphasising that knives are not just tools but works of art, offering top-quality knives and celebrating the cultural heritage.”
 
Kai India is the Indian subsidiary of Japanese brand Kai which has a 115-year history. The business has set up a 30,000 square metre manufacturing facility in Neemrana, Rajasthan and is focusing on expanding its operations and customer base in the country.