JK Maxx Paints, the paints division backed by JK Cement Limited, has launched its new campaign “Maxx Karo, Relax Karo” featuring Bollywood actor Akshay Kumar as brand ambassador, as the company looks to strengthen its presence in India’s growing decorative paints and home improvement market.
The campaign focuses on addressing consumer concerns linked to home painting, including confusion over selecting the right putty, primer, and paint products for durability and finish quality. Through the campaign, JK Maxx Paints is positioning itself as a complete wall solutions provider offering products across every stage of the painting process. The initiative also builds on the market recognition of its flagship JK WallMaxx Putty brand.
The television commercial adopts a humorous approach, showing Akshay Kumar repeatedly answering questions with “JK Maxx” after being influenced by repeated expert recommendations during his own home painting experience. The integrated campaign will be rolled out across television, OTT platforms, connected TV, digital media, outdoor advertising, social media, and retail channels.
Company officials said the campaign is aimed at simplifying consumer decision-making while reinforcing trust, reliability, and product performance in the competitive paints segment.
In Siliguri, the campaign could help JK Maxx Paints strengthen its reach in the fast-growing North Bengal construction and housing market. Rising residential projects, increased renovation activity, and growing demand for durable wall-finish products in Siliguri are expected to create fresh opportunities for paint and surface solution brands targeting retail dealers and homeowners in the region.
For more information, please visit the JK Maxx Paints website – https://jkmaxxpaints.com/
