JK White Cement launches new campaign”#MaxXHaiNa”


JK White Cement had recently launched its brand new campaign series #MaxXHaiNa which brings out the very essence of the JKC MaxX brands. #MaxXHaiNa campaign is launched through the brilliant mixture of use of humor, visual content, and music.

Being a forerunner in this innovative platform, JK White Cement dropped their campaign #MaxXHaiNa with its collection of digital short format ad films, along with its digital brand mascot Mr. MaxX. This campaign strengthens the recent rebranding initiative and helps to bring all the brands of JK White Cement under a single umbrella of ‘MaxX’.

Niranjan Mishra, Business Head of JK White Cement, explained that JK White Cement had always desired to boost the bar by providing the best quality services and products, and at the same time, they have continued to renovate themselves, keeping in touch with the changing market dynamics and consumer expectations. He also added that they have expanded and nourished the JK White Cement portfolio to provide better than the best services and bringing uniformity in their brand architecture. ‘MaxX’ family of products provides a one-stop solution for its clients’ home building requirements.

Talking about the campaign, Nitish Chopra, the Head – Strategy & Branding, JK White Cement, commented that with this crisp and innovative digital ad films, quirky content, and catchy music forming the fulcrum of the campaign, “MaxX Hai Na” aims to assure their consumers, that no matter what their home improvement requirement is, the MaxX range of products is the solution.  He further adds that with this youthful and enigmatic tone, our campaign has been designed to be creative, yet contextual and the tagline ‘Fikar Not, MaxXHaiNa’ is memorable as well as relevant. The ad films capture some of the products in JK White Cement’s portfolio – JK Cement PriMaxX (wall primer), JK Cement WallMaxX (wall putty), and JK Cement TileMaxX (adhesive and grouts). The brand pro-actively reaches out and identifies its consumer needs along with understanding the emerging, current patterns like digital and music. The campaign is currently promoted live across a variety of offline and online platforms including print and social media


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