JK Maxx Paints has unveiled its latest campaign, “Maxx Karo, Relax Karo”, featuring Akshay Kumar as its brand ambassador, marking a new phase in the brand’s growth journey.
Built on a key consumer insight, the campaign highlights the stress homeowners often face while choosing the right products for painting from selecting putty and primer to ensuring durability and finish. Through this campaign, JK Maxx Paints positions itself as a complete, reliable solution that simplifies the entire painting process.
Conceptualised in a light-hearted tone, the TVC shows Akshay Kumar repeatedly answering every question with “JK Maxx,” leaving his friends confused. A flashback reveals that during his own home painting experience, every recommendation from putty to paint pointed to JK Maxx, making it his go-to answer for everything.
Backed by the legacy of JK Cement, the brand offers end-to-end wall solutions from surface preparation to the final coat focusing on performance, consistency and ease of use. The campaign reinforces the idea that choosing the right brand can remove the complexity and stress from home painting.
Nitish Chopra, Business Head White Cement and Paints, said the campaign aims to simplify decision-making for consumers by offering a trusted, all-in-one solution. Amandeep Malhari, Head of Marketing, added that the campaign is designed to build confidence and emotional reassurance for homeowners, with Akshay Kumar’s credibility enhancing the brand’s message.
The campaign is being rolled out across television, OTT, CTV, digital platforms, social media, outdoor and retail touchpoints.