Making the palette of everyday emotions come alive to launch and make space for a new paint brand.
Background
JK Cement Ltd. as a leading manufacturer of Grey Cement and the third-largest White Cement manufacturer as a part of their product line extension with the objective to provide an array of products for home beautification needs announced their foray into the paint business with JKMaxx Paints, offering a range of wall, wood and metal finishes that provide both aesthetics and protection.
The Task
To have a successful phase wise launch of the brand in an overcrowded paint market by creating emotional connect with the brand to drive awareness and consideration.
The Challenge
In an almost homogenous category with very little product differentiation, the category is dominated by product led advertising endorsed by celebrities. Need to stand apart and be distinct from other brands by not falling in the trap of category clichés
Insight
Everyone celebrates the big occasions of life but it is the joy in small moments that make a life uniquely personal and our own. We help you capture those small but important joys of your life which makes your life and joy uniquely yours
Our Approach
The main thrust of the campaign was to build an emotional core and equity for the brand. We used the device of shade cards to connote a better category connection and on a product level to connote a wide range.
Results
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With a rapid launch plan in the pipeline JKMaxx Paints has become the 1st paint brand to reach the INR 100 crore revenue milestone in less than a year!
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23+ Million Views across platforms for the campaign film and its edits.