afaqs! news bureau

JK Cement gives JK Wall Putty a new avatar

In a bid to cope up with the changing market dynamics, the brand conducted extensive research and development and in-depth market research to bring about the transformation...

JK Cement has re-launched its iconic brand JK Wall Putty in a whole new avatar — 'JK Cement WallMaxX'. The sub-brand was launched in 2002 in the market. The brand believes, as the market is changing rapidly, it's important for the brand to be aware of consumer needs.

The brand re-launch is aimed at expanding and strengthening the sub-brands in the JK White Cement portfolio bringing them under the ‘MaxX’ family of products. This includes revolutionary value added products such as JK Cement ShieldMaxX, JK Cement GypsoMaxX, JK Cement TileMaxX, JK PrimaxX, etc. to provide a one-stop solution to customers.

The brand transformation was driven by extensive research and development and in-depth market research.

To further strengthen the brand’s key positioning — Deewarein Bol Uthengi, JK Cement has rolled out a new TVC campaign featuring their popular ambassador, Chhutkau. As aesthetics is the prime focus for every homeowner, the ad highlights the attributes of JK Cement WallMaxX that make the walls of their dream home a masterpiece.

The launch of JK Cement WallMaxX will be driven by a 360-degree marketing campaign across all mediums, including digital. The new television commercial will run on leading Hindi news channels and regional GECs.

Speaking about the campaign, Niranjan Mishra – business head (JK White Cement) said, “Having created a massive footprint for JK Wall Putty in the market over the years, with a strong brand name and distribution network, the all new avatar — JK Cement WallMaxX — is aimed at providing better than the best to the customers. As you know, ‘max’ is a popular abbreviation of ‘maximum’. And that is what the brand delivers — smoothness max, finish max and beauty max.”

JK Cement WallMaxX is formulated with imported Xtra Long Life Polymers (XLLP), which gives longer life to painted surfaces and ensure brilliant whiteness, while providing the smoothest finish for the walls.

Raghu Bhat
Raghu Bhat

Raghu Bhat, co-founder, Scarecrow M&C Saatchi shared his view on the latest ad, "Putty is preparation for walls. It’s a stretch to make someone believe that putty can lead to great looking walls. It’s important for an ingredient ‘invisible’ brand to be credible while making a claim. Smooth finish and great looks are more easily attributed to paints than putty. Even the plot is not very fresh. Replacing the painting with the wall is a visual we have seen before".

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