New JK White Cement campaign reinforces rebranded MaxX identity

JK Cement campaign

With superlative use of humour, visual content and music, JK Cement campaign brings together the various offerings of the brand under MaxX. 

JK White Cement has launched a campaign, #MaxXHaiNa, with a series of digital-first short ad films, featuring Mr MaxX, their brand mascot. The ad films showcase some of the products in JK White Cement’s portfolio – JK Cement WallMaxX (wall putty), JK Cement PriMaxX (wall primer) and JK Cement TileMaxX (adhesive and grouts), reinforcing their recent rebranding initiative of bringing all their brands under the MaxX umbrella.

Commenting on the campaign, Nitish Chopra, Head – Strategy & Branding, JK White Cement says “With crisp digital ad films, intelligent content and catchy music forming the fulcrum of the campaign, “MaxX Hai Na” aims to reassure consumers, that no matter what their home improvement requirement is, the MaxX range of products is the solution. With a youthful and quirky tone, our campaign has been designed to be creative, yet contextual and the tagline ‘Fikar Not, MaxXHaiNa’ is memorable as well as relevant.”

Also Read: Inside the rebranding story of JK Cement WallMaxX

“We have expanded and strengthened the JK White Cement portfolio with the aim of providing better than the best and bringing uniformity in our brand architecture. Our ‘MaxX’ family of products provide a one-stop solution to the customers for all their home building needs,” added Niranjan Mishra, Business Head, JK White Cement.

All the products in the MaxX bouquet are an extension of JK White Cement’s core brand messaging i.e. delivering the maximum in everything it stands for. Pro-actively reaching out and identifying consumer needs while understanding emerging patterns like digital and music, ‘Fikar Not, MaxX Hai Na’ is an off-the-wall marketing tagline easily identifiable with the brand’s customer base. The campaign is live across a mix of offline and online platforms including print and social media.

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