MAM
lobal foreign exchange currency firm Travelex ties up with McEnroe
MUMBAI: Travelex, a global foreign exchange company, has launched its first US focussed integrated advertising and promotion campaign, featuring tennis legend and Travelex brand ambassador John McEnroe. Travelex sponsors the Australian cricket team.
The multi-million dollar, multi-year campaign, created by the New York office of global advertising firm M & C Saatchi, will kick off today in conjunction with this year’s US Open Tennis Championship, being held in New York City from 29 August to 11 September. Half-page advertisements will run in major publications including the Wall Street Journal, the New York Times and the Financial Times.
The campaign will ultimately feature a mix of print, online, outdoor and direct-mail promotion, with the potential for television and video opportunities. It represents a concerted and far-reaching effort to promote the Travelex brand and its leading service offerings to customers, principally in the commercial foreign exchange sector.
The creative will explore the global tennis icon’s varied personal dimensions, including that of tennis champion, expert commentator, art collector and world traveler. As part of the campaign, Travelex retail
locations will feature McEnroe imagery and McEnroe himself will participate in a series of activities, including client hospitality and an exclusive Travelex press event to be held in Manhattan tonight.
The goal of the campaign is to raise Travelex’s profile in the Americas, comprised of the US, Canada and Latin America, which is a significant growth market for the company. Travelex says that it is particularly focused on broadening its reach in the commercial foreign exchange services arena, which includes international payments and management of foreign exchange risk.
Travelex Americas CEO Larry Taylor said, “We are thrilled to be launching this advertising campaign featuring John McEnroe in the US, underscoring our commitment to actively growing our brand awareness in the Americas. John’s approach to winning on and off the court through hard work, determination and an unwavering commitment to excellence are key traits that embody Travelex’s approach to delivering valuable products and services to our customers. With this campaign, we’re looking forward to telling our unique story through this dynamic partnership.”
Travelex’s relationship with McEnroe is a part of its ongoing brand ambassador programme, which saw vice captain of the Australian Cricket team Adam Gilchrist appointed in 2001 and England rugby international and Great Britain and Ireland Lions tour member Jonny Wilkinson appointed in May .
McEnroe said, “Every real champion has a winning strategy for being the best in their field, and Travelex is no exception. While their specialization and commitment to offering the best service sets the company apart, it’s time to showcase that on a larger scale. With this campaign, I am excited to be a part of the game plan to raise the overall awareness of
Travelex and its unique offering.”
Brands
JK Maxx Paints ropes in Akshay Kumar to boost brand visibility push
Actor’s trust-led appeal set to strengthen connect in décor market
MUMBAI: JK Maxx Paints has signed Akshay Kumar as its brand ambassador, as the company looks to scale up visibility and deepen its connect with consumers in India’s competitive decorative paints market.
The move is part of a broader strategy to position the brand around trust and performance, qualities closely associated with Kumar’s public persona. With a strong connect among Indian households, the actor is expected to help the company strike a more relatable chord with home owners.
Welcoming the partnership, JK Maxx Paints business head white cement and paints Nitish Chopra said, “This partnership marks an important milestone in our journey to scale JK Maxx Paints as a strong, future-ready brand. As we expand our presence across markets, our focus remains on building deeper consumer trust and delivering high-performance solutions. Akshay Kumar’s credibility and widespread appeal make him a powerful partner in amplifying our brand story and strengthening our connect with consumers across India.”
Echoing the sentiment, Akshay Kumar highlighted the brand’s legacy and familiarity among Indian consumers. “Some associations just feel right from the heart. This is one of them. JK Maxx Paints carries a legacy that people already believe in. When a name like JK WallMaxx Wall Putty is so deeply woven into homes, it’s not just familiarity, it’s a sense of comfort and trust,” he said.
Launched in 2023 and backed by the legacy of JK WallMaxx Wall Putty from JK White Cement, the paints business has been steadily expanding its footprint. The company operates a manufacturing facility in Rajasthan and an R and D centre in Navi Mumbai, offering a wide portfolio across interior and exterior paints, textures and waterproofing solutions.
The new partnership will roll out through a multi-platform campaign spanning television, digital, print, outdoor and retail channels.
With a trusted face now fronting its colours, JK Maxx Paints is clearly aiming to paint a bigger picture in India’s home décor market.
