Cement company JK Cement has announced a brand refresh for its brand JK Wall Putty in a new avatar — JK Cement WallMaxX.
The company has rolled out a brand new TV campaign across the country to announce the brand re-launch, featuring their very popular ambassador, Chhutkau, to further strengthen the brand’s key positioning “Deewarein Bol Uthengi”.
As aesthetics is the prime focus for every homeowner, the TVC addresses their need by highlighting the attributes of JK Cement WallMaxX, which make the walls of their dream home a masterpiece.
The launch of JK Cement WallMaxX is driven by a 360-degree marketing campaign across print, radio, OOH, social and digital media besides TV. The new television commercial will run on leading Hindi news channels and regional GECs.
Keeping pace with the changing market dynamics, this brand transformation is based on extensive R&D and in-depth market research. The re-launched JK Cement WallMaxX is formulated with imported Xtra Long Life Polymers (XLLP), which gives longer life to painted surfaces and ensure brilliant whiteness, while providing the smoothest finish for the walls.
Niranjan Mishra, Business Head (JK White Cement), said, “We, at JK White Cement, have always aspired to raise the bar by providing the best quality products and services to our customers. JK Wall Putty has recently achieved the prestigious Superbrand status, placing it in an elite league of the world’s best brands. Having created a massive footprint for JK Wall Putty in the market over the years, with a strong brand name and extensive sales and distribution network, the all new avatar JK Cement WallMaxX is aimed at providing better than the best to the customers. As you know, ‘max’ is a popular abbreviation of ‘maximum’. And that is what the brand delivers – smoothness max, finish max and beauty max.”
The brand re-launch is also aimed at expanding and strengthening the brands in the JK White Cement portfolio bringing them under the ‘MaxX’ family of products. This includes revolutionary value added products such as JK Cement ShieldMaxX, JK Cement GypsoMaxX, JK Cement TileMaxX and JK PrimaxX etc. which provide a one-stop solution to the customers.