Mumbai: JK Maxx Paints, backed by JK Cement Limited, has unveiled its latest brand campaign, “Maxx Karo, Relax Karo”, marking a new phase in its growth journey with brand ambassador Akshay Kumar.
The campaign builds on the foundation of its flagship product, JK Wallmaxx Putty, and aims to reinforce the brand’s positioning as a comprehensive, end-to-end wall solutions provider. It addresses a key consumer pain point—the stress and complexity associated with home painting, from selecting the right products to ensuring durability and finish.
Conceptualised in a light-hearted and humorous tone, the television commercial features Akshay Kumar in a social setting where he humorously responds to every question with “JK Maxx.” While this initially confuses those around him, a flashback reveals his own home painting journey where every recommendation—from putty to primer to paint—pointed to JK Maxx, leaving a lasting impression.
The narrative underscores the brand’s promise of simplifying the painting process by offering reliable, high-performance solutions that help consumers make confident decisions, resulting in long-lasting outcomes.
Commenting on the campaign, 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 Amandeep Malhari- Head of Marketing, – White Cement and Paints.
The integrated campaign will be rolled out across television, OTT, connected TV (CTV), digital platforms, social media, outdoor, and retail touchpoints, aiming to reach a wide consumer base across India.
