JK White Cement gets a brand refresh, is now called JK Cement WhiteMaxX

Cement manufacturer JK Cement has announced a brand refresh for brand JK White Cement in its all new avatar — JK Cement WhiteMaxX.

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With state-of-the-art manufacturing facilities in Gotan, Rajasthan as well as in Fujairah, UAE, it is exported to over 43 nations.

The company has given a new, fresh dimension to JK White Cement, rendering it a contemporary and differentiated identity, while integrating a critical section of its product line under the ‘MaxX’ umbrella, thereby bringing uniformity in the brand architecture.

Ushering the brand into the new ‘WhiteMaxX’ era, the company has further strengthened its commitment to deliver the maximum for its consumers and stakeholders, i.e. maximum whiteness, maximum strength, and maximum customer delight.

Niranjan Mishra, Business Head (White Cement Business), said, “JK White Cement has undoubtedly emerged as one of India’s most iconic and trusted brands, due to its focus on product excellence, customer orientation and technology leadership, complemented by relentless brand-building efforts. With it being accorded the prestigious title of Superbrand in 2019, it was time that the world witnesses JK White Cement in a new avatar. As the preferred choice of customers for over three decades, the re-branding is also firmly rooted in our endeavour to build an even stronger consumer connect.”

Celebrating the youthful and modern persona of JK Cement WhiteMaxX, the brand story has been amplified through a high-decibel launch on social media with the #AbSabKuchMaxX campaign besides BTL. The digital campaign included quirky social media content around ‘MaxX’ and contests to increase the engagement. The campaign across YouTube, Facebook and Instagram garnered a reach of over 10 million.

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