JK White Cement is looking to reinvent the building materials communication space through its new campaign series. Called #MaxXHaiNa, the brand has launched three digital films, along with the digital brand mascot Mr MaxX.
The ads showcase some of the products in JK White Cement’s portfolio and are live across a mix of offline and online platforms including print and social media. It has been conceptualised by Social Cloud Ventures.
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. At the same time, we have continued to reinvent ourselves, keeping abreast with changing market dynamics and consumer expectations. We have expanded and strengthened the JK White Cement portfolio with the aim of providing better than the best and bringing uniformity in our brand architecture. Our ‘MaxX’ family of products provide a one-stop solution to the customers for all their home building needs.”
Nitish Chopra, head – strategy and branding, JK White Cement said, “With crisp digital ad films, intelligent content and catchy music forming the fulcrum of the campaign, "MaxX Hai Na” aims to reassure consumers that no matter what their home improvement requirement is, the MaxX range of products is the solution. With a youthful and quirky tone, our campaign has been designed to be creative, yet contextual and the tagline ‘Fikar Not, MaxXHaiNa’ is memorable as well as relevant.”
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