MAM
Orchard wins Exo and Maxo creative accounts
MUMBAI: Leo Burnett’s sister Orchard Advertising has won the creative mandate for Jyothy Laboratories’ home care brands Exo utensil cleaner and Maxo mosquito repellent.
The win is the result of a multi agency pitch which also saw participation from the incumbent on the accounts, Mudra Communication (a part of the DDB Mudra Group in India).
The agency‘s Mumbai branch will handle both accounts.
Orchard Advertising Mumbai vice-president and branch head, Partha Sarkar said, “We have won the accounts and are glad to have done so.”
DDB Mudra Max handles the media planning and buying duties for Jyothy‘s entire portfolio.
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.
