MAM
Lays brings contest around Twenty20 Bradman Cup
BANGALORE: Branded snacks manufacturer FritoLay India partnered with Sporting Frontiers, a sports and entertainment marketing company, to provide the Indian audiences a first glimpse of the Twenty20 Tournament format – The Bradman Cup.
The tournament was held at Chinnaswamy Stadium, Bangalore from the 19 August to 21 August. As part of the tourney, FritoLay brought its Bangalore consumers the Lays ‘Fan of the Match!’ Contest. The contest gave gave the consumers an opportunity to meet their favorite cricketer from the first Twenty20 cricket.
The Twenty20 format is one of its kind, fast-paced and attractive, providing an opportunity to the Indian cricket fan to witness India’s first world famous cricket tournamen. As reported by indiantelevision.com earlier, the tourney was announced by Unibic to whom the Bradman Foundation has given the rights to use Sir Donald Bradman’s name in India exclusively.
An official release quotes FritoLay marketing director Sucheta Govil as saying, “The Bradman Cup is a unique opportunity for the Indian cricket fan to witness the world famous Twenty20 tournament. The Lay’s ‘Fan of the Match’ contest, within that, ensures that Bangalore cricket fans enjoy their match to the fullest and get a chance to meet their favourite cricketer from the tournament .
Twenty20 cricket is a growing phenomenon worldwide, perfect with a blend of enthusiasm and interest that exists for cricket in India. This Twenty20 tournament in Bangalore was an international affair, with New South Wales and a World XI participating with 4 top Indian domestic teams (Bengal and Karnataka Ranji Teams, Air India and Chemplast both teams have a number of Indian cricketers playing for them) participating.
Cricketers like Shoaib Malik, Kamran Akmal and Mohammad Sami from the Pakistan cricket team, Romesh Kaluwitharana and Russel Arnold from the Sri Lanka cricket team and India’s Ajit Agarkar, Mahendra Singh Dhoni and Javagal Srinath represented the Indian cricket team in this tournament, which was won finally by Air India on the back of swashbuckling innings by Dhoni.
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.
