Laughing our way to enhanced brand recall to counter de-growth.
Overview
Background
JKCement WallMaxX, formerly known as JK Wall Putty, is the World’s largest wall putty selling brand. It is a white cement-based putty formulated with imported Xtra Long Life Polymers (XLLP) and Abrasion Resistant Technology (A-R-T), which give longer life to painted surfaces and resists flaking and Chalking.
The Task
Demonstrate a way to counter the de-growth which is being imposed by market penetration of a few sound-alike or look-alike brands.
The Challenge
There is still a critical mass who are not aware of the fact that JK WallMaxX is the erstwhile JK Putty. We have to establish the fact that we are the original JK Wall putty and is the market leader. We should also integrate benefits of our product - less chalking or flaking, smoother finish and longer paint life.
Insight
People already recognise JKC WALLMAXX as the no. 1 putty brand in the market with a long legacy.
All we need to do is just remind them of this fact that they already know.
Our Approach
Launching a digital-first campaign to reinforce that JK WallMaxX is the go to brand when it comes to Wall Putty brand in India. The brand has taken a humour approach in storytelling to amplify the message in a series of quirky and engaging films on social media.
The challenge for this campaign was to make a low- involvement category like Wall Putty to become an everyday name by using quirky story telling using over the top execution style whereby making audience take notice that people may forget everything on not know anything else but they all know ‘JK WallMaxX’ is the right answer when it comes to puy.
The objective of JKCement WallMaxX campaign is to connect with the consumers by touching on their lives with supreme quality products.
Results
The campaign was super engaging and humorous digital first campaign with:
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2 mn+ views
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3 mn+ reach
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30k+ engagement