By A Correspondent

JK White Cement has unveiled new campaign series titled #MaxXHaiNa! with a series of digital-first short format ad films, along with the digital brand mascot Mr. MaxX.

Said Niranjan Mishra – Business Head (JK White Cement): “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 the 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.”

Commenting on the campaign, Nitish Chopra, Head – Strategy & Branding (JK White Cement) added: “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.”