Akshay Kumar says ‘Maxx Karo, Relax Karo” in the latest ad campaign for JK Maxx Paints.

JK Maxx Paints, a brand by JK Cement Limited, has released its latest ad campaign ‘Maxx Karo, Relax Karo’ featuring bollywood superstar Akshay Kumar. This is a new growing phase unlocked by the brand associating with Akshay. This comes after the strong foundation of its front runner product JK Wallmaxx Putty, bringing its essence to JK Maxx Paints through an entertaining campaign film. 

Addressing the most undermining challenge consumers face - the confusion while getting the house painted. Right from selection of products to durability and performance, the journey is somehow overwhelming. Through the campaign, JK Maxx Paints aims to simplify the process by providing trustable and top performing solutions that help consumers make the right decision with conviction, ending up with wonderfully painted walls.

On a lighter and humorous note, the TVC is conceptualised with Akshay Kumar hosting a get together and answering ‘JK Maxx’ to every question he is asked no matter how different. This makes all his friends confused but his wife understood. A flashback is shown where his own house is getting painted where putty, primer and the paint from expert recommendations pointed at only one brand- JK Maxx. It left such an impression that he repeatedly answers the same thing to every question.

JK Maxx offers comprehensive wall solutions built on years of expertise and trust across every step from surfacing to final coating, ensuring quality work and precision for homeowners. The campaign amplified its core values through Akshay Kumar’s voice that spoke of reliability and ease, strengthening the brand as a go-to choice for painting solutions and to erase the stress and confusion in selecting the right paint.

Key Takeaways from the campaign:

• Humorous approach: 

The campaign takes a humorous approach with Akshay Kumar hosting a party where he repeatedly answers the same for every question he is asked, positioning the brand as a trustable solution for painting needs.

• Multi-channel strategy: 

The campaign is rolled out on multiple media like Television, OTT, digital, social media and outdoor to maximise their reach.

If you run a brand and want to utilize a multi-channel media strategy for an impactful campaign, get in touch with our experts.

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