JK White Cement is reinventing the building materials communication space through its quirky new campaign series #MaxXHaiNa!

Space through its quirky new campaign series #MaxXHaiNa!

Mumbai, November 20th, 2020: JK White Cement is reinventing the building materials communication space through its quirky new campaign series #MaxXHaiNa!

– 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.

Transforming dreams into brick and mortar structures for decades and providing innovative solutions to building beautiful homes, JK Cement has been challenging conventions as far as the perception of the cement industry is concerned.  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.

Mr. Niranjan Mishra – Business Head (JK White Cement) says “We, at JK White Cement, have always aspired to raise the bar by providing the best quality products and services. At the same time, we have continued to reinvent ourselves, keeping abreast with the changing market dynamics and consumer expectations. We have expanded and strengthened the JK White Cement portfolio with the aim of providing better than the best and bringing uniformity in our brand architecture. Our ‘MaxX’ family of products provide a one stop solution to the customers for all their home building needs.”

Commenting on the campaign, Mr. Nitish Chopra, Head – Strategy & Branding (JK White Cement) says “with crisp digital ad films, intelligent content and catchy music forming the fulcrum of the campaign, “MaxX Hai Na” aims to reassure consumers, that no matter what their home improvement requirement is, the MaxX range of products is the solution. With a youthful and quirky 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 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.

Digital Campaign Video Links

JK Cement WallMaxX

JK Cement TileMaxX

JK Cement PriMaxX

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!

ABOUT JK White Cement: JK Cement, an affiliate of the multi-disciplinary industrial conglomerate JK Organisation, is one of the leading cement manufacturers in the Country. The Company has over four decades of experience in the cement manufacturing with an installed Grey Cement capacity of 14 MTPA. The Company is also one of the largest white cement manufacturers in the world and the leading wall putty brand in the world.

The Company’s new Grey Cement manufacturing units in Aligarh (UP) and Balasinor (Gujarat) will further strengthen its growing footprints.

Having established a strong presence in India, the Company made its first international foray with the setting up of a green-field dual process white cement-cum-grey cement plant in the free trade zone at Fujairah, U.A.E to cater to the GCC and African markets.

Some of the company’s abiding strengths are superior products and a strong Brand name, an extensive marketing and distribution network and their technical know-how. For more information please visit..

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For more information, please contact

Jasmine, Brand Consultant

Mobile: +91 9004690231 | Email: jasmine141@gmail.com