JKCement WallMaxX has launched its digital-first campaign to reiterate its position as the No.1 Wall Putty brand in India. The brand has adopted a 360-degree route to amplify the message, commencing with a series of quirky and intent-driven films on social media.

The campaign conveys the message that attaining the No.1 position gives a proud feeling but it comes with the responsibility to create a difference in the lives of the customers. Therefore, JKCementWallMaxX tries to connect with the consumers by touching on their lives with supreme quality product. 

It creatively establishes the supremacy of JKCement WallMaxX that comes with a guarantee of creating beautiful walls so that no home-owner is ever in a dilemma about the choice of wall putty for their house. 

Speaking about the campaign, Mr. Hardeep Singh, President, White Cement Business said, “We are always driven with the motivation to leave behind a strong legacy. With the same intent, we have been adding value to the homeowners with our durable and competitive home-beautification range of products. We wanted to creatively communicate the fact that we are the No. 1 Putty brand in the country. This claim is strong enough to reinforce the trust which our customers have in our product for decades together and enables us to stand out amongst other putty brands in the market.”

Mr. Indranil Lahiri, Head, Branding, White Cement Business further added, “We have released a series of quirky films which communicates our leadership position effectively by juxtaposing two different situations where random things are tagged as No. 1 with no significance to the society, unlike JKCement WallMaxX which stands true to its claim of being No.1 in the segment with unrivalled quality of the product.”

The brand also extended the campaign with a television commercial that pronounced the product’s attributes which earned the brand ‘one of the most popular wall putty brands in the country’ tag and the much-reputed position of India’s No. 1 Wall Putty. It also carried out BTL activities to highlight its preposition of ‘India ki No.1 Wall Putty, Sundar Deewaron ki guarantee.’

The film achieved a two-fold task of iterating the No.1 position of the brand and at the same time informed the audience about the importance of wall putty for beautiful-looking walls and guided the homemakers to make the right choice in an otherwise low involvement category.

About JK Cement

JK Cement Ltd. is one of India’s leading manufacturers of Grey Cement and the third-largest White Cement manufacturer in the World. The company has diversified its product range in the recent years with the launch of Wall Putty, Gypsum Plaster, Tile Adhesive & Grouts and Wood finishes category. Over four decades, JK Cement’s operations commenced with commercial production at its flagship grey cement unit at Nimbahera, Rajasthan in May 1975.

JKCL is the No. 1 manufacturer of Wall Putty in India and the third largest manufacturer of White Cement, globally, with a total white cement capacity of 1.20 MnTPA and wall putty capacity of 1.2MnTPA. JK White Cement is sold across 43 countries around the globe and the Company has a strong international presence with two subsidies, JK Cement Works Fujairah FZC and JK White Cement (Africa) Ltd.

About JKCement WallMaxX

JKCement WallMaxX, formely known as JK Wall Putty, is the World’s largest wall putty selling brand. It is a white cement-based putty formulated with imported Xtra Long Life Polymers (XLLP) and Abrasion Resistant Technology (A-R-T), which give longer life to painted surfaces and resists flaking and Chalking.

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