MAM
JKCement WallMaxX rolls out 360-degree campaign
Mumbai: JKCement WallMaxX has launched a digital-first campaign. The company has taken a 360-degree approach to amplify the message, starting with a series of quirky and intent-driven films on social media.
The advertising campaign makes the point that while being ranked first can make you feel great, it also means you have to work harder to improve the lives of your customers. As a result, JKCement WallMaxX aims to engage consumers by touching their lives with supreme quality products.
White cement business president Hardeep Singh said, “We are always driven with the motivation to leave behind a strong legacy. With the same intent, we have been adding value to the homeowners with our durable and competitive home-beautification range of products. We wanted to creatively communicate the fact that we are the No. 1 putty brand in the country. This claim is strong enough to reinforce the trust which our customers have in our product for decades together and enables us to stand out amongst other putty brands in the market.”
White cement business head – branding Indranil Lahiri added, “We have released a series of quirky films which communicates our leadership position effectively by juxtaposing two different situations where random things are tagged as No. 1 with no significance to the society, unlike JKCement WallMaxX which stands true to its claim of being No.1 in the segment with unrivalled quality of the product.”
The brand also extended the campaign with a television commercial that pronounced the product’s attributes which earned the brand “one of the most popular wall putty brands in the country” tag and its much-reputed top position. It also carried out BTL (below-the-line) activities to highlight its preposition of “India ki No.1 Wall Putty, Sundar Deewaron ki guarantee.”
MAM
Aparna Bhawal steps down as KFC India CMO after three years
Set to exit by May 2026, launches AB Advisory Group for growth strategy.
MUMBAI: From brand buckets to building her own playbook, Aparna Bhawal is swapping the CMO seat for the founder’s chair. Bhawal has resigned as chief marketing officer of KFC India and its partner markets, drawing the curtain on a three-year stint with the Yum! Brands portfolio. She is currently transitioning responsibilities through March and is expected to complete her exit by May 2026.
The move marks a shift towards entrepreneurship, with Bhawal setting up AB Advisory Group, a venture aimed at working with founders and scaling businesses on growth strategy, execution and commercial focus. The decision, she indicated, has been a long-considered one centred on building a platform that helps companies navigate growth with sharper strategic direction and stronger marketing fundamentals.
With over two decades of experience, Bhawal’s career spans leadership roles across HT Media, The Coca-Cola Company and Procter & Gamble, covering brand building, consumer engagement and business growth across categories.
Beyond corporate roles, she has remained closely involved with the industry ecosystem. She is part of the managing committee of The Advertising Club of India for 2025–26 and serves as an advisory board member at the Indian Influencer Governing Council.
Her contributions have also earned recognition, including features in BW’s Top 100 Marketers list and BW Marketing World’s Most Influential Women list in both 2024 and 2025.
As Bhawal steps into her next chapter, the shift reflects a broader trend in marketing leadership where seasoned operators are increasingly moving from building brands to building businesses.
