JK Maxx Paints has launched its new campaign, ‘Maxx Karo, Relax Karo’, featuring brand ambassador Akshay Kumar.
The campaign is based on a consumer insight around the complexity associated with home painting, including product selection, durability and finish. It positions the brand as offering an end-to-end solution across putty, primer and paint.
The TVC, developed in a light-hearted tone, shows Kumar responding to various questions with “JK Maxx”, with a flashback revealing his home painting experience where the brand was consistently recommended across stages.
The company stated that the campaign builds on its existing portfolio, including JK Wallmaxx Putty, and aims to reinforce its positioning around reliability and ease of use.
Commenting on the campaign, Mr. Nitish Chopra, Business Head – White Cement and Paints said, "Consumers today are often faced with too many choices when it comes to home beautification products - from selecting the right putty and primer, to selecting the right paint. With ‘Maxx Karo, Relax Karo’ campaign, our focus is on simplifying this decision-making process by offering a complete, end-to-end solution backed by the trusted legacy of JK WallMaxX Putty and JK WhiteMaxX Cement. With this campaign, JKMaxx Paints is reinforcing the promise of reliability, consistency, and performance across every stage of the painting journey, so consumers don’t have to second-guess their choices. Akshay Kumar’s credibility and mass appeal perfectly embody these values, helping us bring our message of credibility, trust and simplicity to homes across India."
“We understand that painting a home is an emotional journey, and today’s consumers are looking for reliability, and results they can feel confident about. With ‘Maxx Karo, Relax Karo’ campaign, JK Maxx Paints aims to offer that reassurance, helping homeowners make choices with ease. Having Akshay Kumar as the face of the campaign adds to the brand’s credibility and relatability. We are confident that this light-hearted narrative will connect well with consumers, influencers and channel partners alike” said Mr. Amandeep Malhari- Head of Marketing, – White Cement and Paints.
The campaign will be rolled out across television, OTT, CTV, digital, social media, outdoor and retail platforms.
