JK Cement re-launchesits iconic brand JK Wall Putty with anew identity: JK Cement WallMaxX

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12 Nov 19
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The new TVC takes brand’s ‘DeewareinBolUthengi’ proposition further

JK Cement re-launchesits iconic brand JK Wall Putty with anew identity: JK Cement WallMaxX

JK Cement, India’s premier cement company, has announced a brand refresh for its iconic brand, JK Wall Putty with its all new avatar - JK Cement WallMaxX.

The company has rolled out a brand new TV Campaign across the country, announcing the brand re-launch,featuring their very popular ambassador, Chhutkau, to further strengthen the brand’s key positioning “DeewareinBolUthengi”.As aesthetics is the prime focus for every homeowner, the TVC addresses their need by highlighting the attributes of JK Cement WallMaxX that makethe walls of their dream home a masterpiece.


The launch of JK Cement WallMaxX is driven by a 360-degree marketing campaign across print, radio, OOH, social and digital media besides TV.The new television commercial will run on leading Hindi news channels and regional GECs.

Keeping pace with the changing market dynamics, this brand transformation is based on extensive R & D and in-depth market research. The re-launched JK Cement WallMaxX is formulated with imported Xtra Long Life Polymers (XLLP) which give longer life to painted surfaces and ensure brilliant whiteness, while providing the smoothest finish for the walls.

Speaking about the campaign, Mr. Niranjan Mishra – Business Head (JK White Cement) said, “We, at JK White Cement, have always aspired to raise the bar by providing the best quality products and services to our customers.JK Wall Putty has recently achieved the prestigious Superbrand status, placing it in an elite league of the world’s best brands. Having created a massive footprint for JK Wall Putty in the market over the years, with a strong brand name and an extensive sales and distribution network, the all new avatar JK Cement WallMaxX isaimed at providing better than the best to the customers. As you know, ‘max’ is a popular abbreviation of ‘maximum’. And that is what the brand delivers – smoothness max, finish max and beauty max.”

The brand re-launch is also aimed at expanding and strengthening the brands in the JK White Cement portfolio bringing them under the ‘MaxX’ family of products. This includesrevolutionary value added products such as JK Cement ShieldMaxX, JK Cement GypsoMaxX, JK Cement TileMaxX and JK PrimaxX etc. which provide a one-stop solution to the customers.

At present, the Company is one of the largest manufacturers of White Cement in the world and the leading manufacturer of Wall Putty in the Country.

About JK Cement

JK Cement Ltd is an affiliate of the multi-disciplinary industrial conglomerate JK Organisation, founded by LalaKamlapat Singhania. We have over four decades of experience in cement manufacturing and partnering the multi-sectoral infrastructure needs of India on the strength of our product excellence, customer orientation and technology leadership.

JK Cement has an installed Grey Cement capacity of 15 MTPA making us one of the leading manufacturers in the Country. Our market presence for Grey Cement spans across Rajasthan, MP, Gujarat, J&K, Haryana, Punjab, Delhi, UP and Uttarakhand in the North and Karnataka, Goa, Maharashtra and Kerala in the South. Our new Grey Cement manufacturing units in Aligarh (UP) and Balasinor (Gujarat) will further strengthen our growing footprints.

JK White Cement, a division of JK Cement Ltd., enjoys a PAN India presence and the Company is the leading producer of Wall Putty in the Country. Having established a strong presence in India, we made our first international foray with setting up of a green-field dual process White Cement-cum-Grey Cement plant in the free trade zone at Fujairah, U.A.E to cater to the GCC and African markets. We supply White Clinker and White Cement to more than 20 countries across the globe. With the commissioning of this plant, JK Cement became one of largest producers of White Cement in the world.

Backed by state-of-the-art technology, access to the best quality raw materials and highly skilled manpower against the backdrop of India's infrastructural growth, JK Cement has been able to successfully secure the stature of a promising brand. Superior products and a strong brand name, an extensive marketing and distribution network, and technical know-how represent our abiding strengths.

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