“This campaign resonates with loyal JK Maxx users”: JK Maxx Paints’ Nitish Chopra

“This campaign resonates with loyal JK Maxx users”: JK Maxx Paints’ Nitish Chopra

#SingleBrandSharmaJi campaign is aimed at JK WallMaxX customers who value trust and consistency.

JK Maxx Paint

Mumbai: JKMaxx Paints, a wholly owned subsidiary of JK Cement Ltd, recently launched their breakthrough campaign, #SingleBrandSharmaJi, featuring actor Jimmy Shergill. This campaign highlights the company's unwavering dedication to quality and its transformative impact on homes across India, building on the 20-year legacy of trust and excellence established by JK WallMaxX Wall Putty.

Indiantelevision.com caught up with JK Maxx Paints (JK Cement Ltd) Dy. business head Nitish Chopra to know more about the campaign.

Edited Excerpts:

On the thought process behind launching this campaign

JK WallMaxX has been living up to its reputation of being the undisputed brand leader and vanguard of beautiful walls & homes; and now, that same trust extends to JK Maxx Paints, which promises to spread ‘Colours of Joy’ in the lives of our valued customers.

On the overarching idea behind the campaign, including the creative process and overall execution

The idea of a home for our consumers is very emotional and it is also a creative expression that is reflective of the consumer’s taste and preferences. The journey of the creative process began with a key customer insight that apart from functional benefits like coverage, sheen, durability, etc, trust is the ultimate driver of brand choice. With our brand ethos of trust and excellence built over the years with JK WallMaxX, the idea of Single brand Sharma ji was born.

On the #SingleBrandSharmaJi campaign reflecting JK Maxx Paints' dedication to quality and excellence

For over two decades, JKC WallMaxX Wall Putty has led the market with its unwavering commitment to quality, transforming homes across India. With wide reach, strong recognition, and robust R&D, JKC WallMaxX has earned nationwide trust of consumers, channel partners and influencers alike. Now, with JK Maxx Paints we have further enhanced our home beautification solutions portfolio. This campaign resonates with loyal JK Maxx users. Sharma Ji, as a discerning consumer, symbolizes trust and excellence, relying on JK WallMaxX putty and now, on JKMaxx Paints, for his home painting needs.

On the thought process behind choosing Jimmy Shergill’s character, and how well do you think he connects with the masses and conveys the desired message

#SingleBrandSharmaJi campaign is aimed at JK WallMaxX customers who value trust and consistency. The character Sharma ji, portrayed by Jimmy Shergill resonates with a typical Indian consumer who is smart and careful about his decisions. Winning their trust is not easy, but with JK WallmaxX we have been doing it for 20 years. The campaign underlines the reliability of JK Maxx Paints as the go-to choice brand for home beautification requirements.

On the impact that you anticipate from this campaign

By positioning itself as a trustworthy and consumer-centric brand, JKMaxx Paints is strengthening its competitive advantage and resonate more deeply with consumers in the Indian market. Now with our campaign going on national television and digital mediums, we expect heightened brand awareness among the target demographic, as well as rise in brand salience and inquiries at point-of-sales.