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Tag: JKCement

  • “This campaign resonates with loyal JK Maxx users”: JK Maxx Paints’ Nitish Chopra

    “This campaign resonates with loyal JK Maxx users”: JK Maxx Paints’ Nitish Chopra

    Mumbai: JKMaxx Paints, a wholly owned subsidiary of JK Cement Ltd, recently launched their breakthrough campaign, #SingleBrandSharmaJi, featuring actor Jimmy Shergill. This campaign highlights the company’s unwavering dedication to quality and its transformative impact on homes across India, building on the 20-year legacy of trust and excellence established by JK WallMaxX Wall Putty.

    Indiantelevision.com caught up with JK Maxx Paints (JK Cement Ltd) Dy. business head Nitish Chopra to know more about the campaign.

    Edited Excerpts:

    On the thought process behind launching this campaign

    JK WallMaxX has been living up to its reputation of being the undisputed brand leader and vanguard of beautiful walls & homes; and now, that same trust extends to JK Maxx Paints, which promises to spread ‘Colours of Joy’ in the lives of our valued customers.

    On the overarching idea behind the campaign, including the creative process and overall execution

    The idea of a home for our consumers is very emotional and it is also a creative expression that is reflective of the consumer’s taste and preferences. The journey of the creative process began with a key customer insight that apart from functional benefits like coverage, sheen, durability, etc, trust is the ultimate driver of brand choice. With our brand ethos of trust and excellence built over the years with JK WallMaxX, the idea of Single brand Sharma ji was born.

    On the #SingleBrandSharmaJi campaign reflecting JK Maxx Paints’ dedication to quality and excellence

    For over two decades, JKC WallMaxX Wall Putty has led the market with its unwavering commitment to quality, transforming homes across India. With wide reach, strong recognition, and robust R&D, JKC WallMaxX has earned nationwide trust of consumers, channel partners and influencers alike. Now, with JK Maxx Paints we have further enhanced our home beautification solutions portfolio. This campaign resonates with loyal JK Maxx users. Sharma Ji, as a discerning consumer, symbolizes trust and excellence, relying on JK WallMaxX putty and now, on JKMaxx Paints, for his home painting needs.

    On the thought process behind choosing Jimmy Shergill’s character, and how well do you think he connects with the masses and conveys the desired message

    #SingleBrandSharmaJi campaign is aimed at JK WallMaxX customers who value trust and consistency. The character Sharma ji, portrayed by Jimmy Shergill resonates with a typical Indian consumer who is smart and careful about his decisions. Winning their trust is not easy, but with JK WallmaxX we have been doing it for 20 years. The campaign underlines the reliability of JK Maxx Paints as the go-to choice brand for home beautification requirements.

    On the impact that you anticipate from this campaign

    By positioning itself as a trustworthy and consumer-centric brand, JKMaxx Paints is strengthening its competitive advantage and resonate more deeply with consumers in the Indian market. Now with our campaign going on national television and digital mediums, we expect heightened brand awareness among the target demographic, as well as rise in brand salience and inquiries at point-of-sales.

  • JKCement celebrates the true spirit of Diwali with ‘#AndarSeSundar2.0’ campaign

    JKCement celebrates the true spirit of Diwali with ‘#AndarSeSundar2.0’ campaign

    Mumbai: JKCement WallMaxX has unveiled the new phase of its “#AndarSeSundar” campaign ahead of the festive season. The latest campaign recognises the hard work and selfless dedication of the painting community, who are nothing short of superheroes when it comes to transforming our homes and making them holiday-ready.

    The campaign is conceptualised by Kandid Kanvas & Social Cloud, while the production house is Bombay Film Company.

    Since the festive period is one of the peak seasons for home renovations, our painter partners have their schedules clogged and even have to devote extra hours to make sure that there is no hindrance in the plans of the homeowners. While they are busy meeting their duties, there are times when they are unable to make it to their homes for the festival celebration with their families.

    The campaign highlights and appreciates the gesture of donning hats and recognises the efforts of all the nameless painters who make our homes “#AndarSeSundar,” especially during the festivals. The campaign was conceived based on findings from recent market research, which revealed that 62 per cent of painters leave their families to work in the city. The research also revealed that only 49 per cent of them get the opportunity to visit their hometown more than two times a year! Most of them prioritise lighting up someone else’s home during the festivals and, in return, go back to an empty abode far away from their families.

    The key intent of the campaign was to recognise and appreciate the real heroes behind the beauty of our festivities, the painters, who sacrifice their family time to make our homes “#AndarSeSundar.” Through this campaign, JKCement WallMaxX wants to ignite the real festive spirit in society, which at large includes inclusivity for all in the celebrations and happiness.

    The film showcases an emotional story that defines how empathy and humanity can make anyone’s festival ‘sundar.’ It tells the story of a painter who found it almost impossible to go home to his daughter for Diwali celebrations as he had to honour his commitment made to a young couple who were celebrating their ‘Pehli Diwali.’  The twist in the tale happens when the young couple makes sure that he reaches his village on time to celebrate Diwali with his family. The campaign film has touched millions of hearts and has garnered a viewership of four million within three days of its launch.

    Speaking on the campaign, White Cement Business head-branding Indranil Lahiri said, “We feel the insight-driven campaign is more impactful, especially when it addresses an issue. The inception of the campaign happened when we discovered that a lot of our influencers (painters) expect something beyond financial gains from the homeowners who avail of their services. That something is nothing but the recognition of their hard work and acknowledgement of the fact that they have to let go of their festive celebrations in order to make the homeowner’s abode festive-ready. “#AndarSeSundar 2.0″ is our humble initiative to thank the painters, who give up on their special moments for us to create cherishing memories during the festivities and to encourage others to follow the path of kindness to make this world a better place.”

    To perfectly encapsulate the essence of the film, JKCement WallMaxX came up with a song to resonate with the mood of the audience at every stage of the film. The music was composed by ‘Indian Ocean,’ a group of master musicians who through their music have always stood up for humanity, empathy, and virtue.