Ad Campaigns
“This campaign resonates with loyal JK Maxx users”: JK Maxx Paints’ Nitish Chopra
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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
