-Bringing the essence of the JKC MaxX brands to the forefront, JK White Cement launches #MaxXHaiNa campaign through the superlative use of humour, visual content and music.
Being a forerunner in bringing innovative thought processes to the forefront, JK White Cement launched their campaign #MaxXHaiNa with a series of digital first short format ad films, along with the digital brand mascot Mr. MaxX – the problem solver for every home improvement need. This campaign finds resonance with and reinforces the recent rebranding initiative of bringing all the brands of JK White Cement under the ‘MaxX’ umbrella.

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). 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 our customer base. The campaign is live across a mix of offline and online platforms including print and social media.

The digital trend has witnessed a swell owing to the pandemic hitting physical presence and marketing. In addition to conventional media which still forms an important medium for reaching the TG, these aspects of content marketing have been important establishing a consumer connect with the Brand when physical presence is absent, and JK White Cement has hit a home run yet again, putting all of these strategies to ‘MaxX’ use!