MUMBAI: JK White Cement is reinventing the building materials communication space through its quirky new campaign series #MaxXHaiNa!

Through the superlative use of humour, visual content and music in its marketing salvos, JK Cement has been challenging conventions as far as the perception of the cement industry is concerned.  In a similar fashion, the #MaxXHaiNa comprises a series of digital first short format ad films, along with the digital brand mascot Mr. MaxX – the problem solver for every home improvement need. This campaign finds resonance with and reinforces the recent rebranding initiative of bringing all the brands of JK White Cement under the ‘MaxX’ umbrella.

The ad films showcase some of the products in the brand’s portfolio – JK Cement WallMaxX (wall putty), JK Cement PriMaxX (wall primer) and JK Cement TileMaxX (adhesive and grouts). All the products in the MaxX bouquet are an extension of JK White Cement’s core brand messaging i.e. delivering the maximum in everything it stands for. The company is pro-actively reaching out and identifying consumer needs while understanding emerging patterns like digital and music, along with the reassuring tagline of Fikar Not, MaxX Hai Na (No fear, MaxX is here) to make its products more identifiable. The campaign is live across a mix of offline and online platforms including print and social media.

JK White Cement business head Niranjan Mishra said: “We, at JK White Cement, have always aspired to raise the bar by providing the best quality products and services. At the same time, we have continued to reinvent ourselves, keeping abreast with the changing market dynamics and consumer expectations. We have expanded and strengthened the JK White Cement portfolio with the aim of providing better than the best and bringing uniformity in our brand architecture. Our ‘MaxX’ family of products provide a one stop solution to the customers for all their home building needs.”

JK White Cement head – strategy & branding Nitish Chopra added, “With crisp digital ad films, intelligent content and catchy music forming the fulcrum of the campaign, "MaxX Hai Na” aims to reassure consumers, that no matter what their home improvement requirement is, the MaxX range of products is the solution. With a youthful and quirky tone, our campaign has been designed to be creative, yet contextual and the tagline Fikar Not, MaxX Hai Na is memorable as well as relevant.”

The digital trend has witnessed a swell owing to the pandemic hitting physical presence and marketing. In addition to conventional media which still forms an important medium for reaching the TG, these aspects of content marketing have been important establishing a consumer connect with the brand when physical presence is absent, and JK White Cement is putting all of these strategies to ‘MaxX’ use.