Inside the rebranding story of JK Cement WallMaxX

JK Cement TVC

JK Cement recently relaunched the Wall Putty products as WallMaxX, we take a deep dive into the rebranding process and find what it means for the brand.

After a round of extensive R&D and in-depth market analysis, JK Cement relaunched its Wall Putty as JK Cement WallMaxX. The rebranding has been done to expand and strengthen the brand’s portfolio of sub-brands — MaxX family of products. This was done in sync with the key brand proposition of ‘Deewarein Bol Uthengi’. Niranjan Mishra, Business Head, JK White Cement takes us through the story behind the process.

Take us through the media mix of promoting the relaunch campaign. 

We placed our promotional exercises across various physical and digital channels to strike the right cord and garner maximum attention for our rebranding exercise. The media-mix included a 360-degree marketing campaign across TV, print, radio, OOH, social and digital media. The brand relaunch was kicked-off with a pan-India TVC launch with its well-known protagonist — Chhutkau. To cater to our audiences in Southern India, we launched the TVC in 4 regional languages: Tamil, Telugu, Malayalam and Kannada.

To ensure high visibility among our customers, we advertised on leading OTT platforms such as Hotstar, Jio TV and YouTube. The announcement was amplified on social media, print media, and meets with our channel partners across different regions in the country. 

What are the various initiatives that you have in the pipeline for 2020? 

The relaunch and rebranding were done to bring all the white cement products under one distinctive identity, which would help the customers connect better and help the brand to have a higher top of the mind recall. We have always worked towards building a very close connection with our customers and therefore, all our plans would be directed towards achieving better customer connect. 

Where does this relaunch fit into the overall marketing strategy of JK Cement?

JK Wall Putty has been one of our most iconic brands and has a strong presence in the market. Rebranding it as JK Cement WallMaxX is a core part of JK White Cement’s marketing strategy. It aims at bringing all the White Cement products under one family: MaxX. It will also help us attract new audiences and make our products stand out in the marketplace with an improved look, packaging and quality. The aim is to breathe a new life into our iconic product and making it relevant to the constantly evolving consumer.

Also Read: ColorPlus Bengaluru stores put up mannequin cutout to support cops

Is social media an important part of the mix? Which platform works best for you?

Even though our main target audience (consumers) are masons and contractors, property owners also have a fair share in the decision-making process. Plus with the kind of penetration mobile phones have, everybody is on social media. We have, in a limited way, used social media effectively.


The strength that binds the Nation. JK Cement #YehPuccaHai

Posted by JK Cement Ltd on Saturday, 7 December 2019

We use Facebook to keep our audience updated about the recent developments of the company, promote product launches, product attributes, and customer testimonials. Various researches and audience studies have shown that a majority of our target audience is Facebook savvy. Hence, our brand communication can leverage higher benefit from Facebook as a platform.



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Jagruti is a mass media student in search for all things perfect. A lover of stories, book worlds and signs, she can find magic in almost everything she sees, reads and writes. Follow her on Twitter @JagrutiVerma


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