Now, ART means SCIENCE! The disruptive new brand campaign of JK Cement WallMaxX wall putty


The 360-degree advertising campaign is live across TV channels, digital, outdoor, radio, and social media
Mumbai (Maharashtra) [India], October 29: As one of the premium Indian cement brand and the leading Wall Putty brand in India, JKCement has been at the forefront of innovation in its product offerings and marketing communication. Its marquee brand, JKCement WallMaxX, known for its, DeewareinBolUthengi tagline has released a new TVC titled #ArtManeScience with its iconic brand protagonist, Chhutkau painter.
A partnership of over 12 years, Chhutkau painter has been associated with JKCement WallMaxX (formerly known as JK Wall Putty) to educate and bring awareness among painters and homeowners about the promise of beautiful and durable walls. In the new TVC, #ArtManeScience, Chhutkau collaborates with world-renowned scientist Dr. Bakshi to educate the consumers about the A-R-T of Science that gives your walls the world’s most long-lasting beauty.
The company saw the need to reinforce the brand promise with a tangible differentiator showcasing the product’s superiority. They realized that now is the time to shift from generalized claims of beautiful walls to specific Reason to Believe (RTB) driven campaigns and communication. The inception of the campaign idea came after an Abrasion Resistance Test, which was conducted in their state-of-the-art lab. The team found out that the surface coated with JKCement WallMaxX Putty was relatively less effective while an external force of abrasion was applied on it.
This is SCIENCE of ART – Abrasion Resistance Technology!
Campaign Video – https://www.youtube.com/watch?v=NIrenWt0Yb8
Business Objective: To consolidate the global leadership position of JKCement WallMaxX Wall Putty by clearly defining the product advantages to prospective customers and loyal buyers.
Communication Objective: To anchor on the popularity of our brand protagonist, Chhutkau Painter, and catch the TA’s attention and create a prominent brand recall with a captivating hook – ‘ART mane SCIENCE’.
Insights: In order to test the efficacy of the chosen ‘art mane science’ campaign thought, as also the credibility of the ART mnemonic, the company went in for a pan- India qualitative market research. The larger objective was to also gauge the current perception of both painters and homeowners about the product and its current + emerging competitive universe. While the brand’s attributes were already clearly understood by the audiences, what was hugely exciting was the enthusiasm for ART as a credible brand promise. That sealed the deal for the new campaign idea!
The campaign has been conceptualized by Basic4 and brought to life by Fullmoon Productions.
Speaking on the launch of the campaign, Mr. Niranjan Mishra (Business Head, JK White Cement Business) said, “As JKCement WallMaxX enjoys a market leadership position in the Wall Putty category, it becomes important for us to constantly innovate and give our customers world-class product quality. Abrasion Resistant Technology is a testimony to our product’s superiority, and through the #ArtManeScience campaign, we will be able to communicate this unique value proposition.”
Mr. Nitish Chopra (Head – Branding & Strategy, JK White Cement Business) said, “The fact that the idea ART Mane Science, actually stemmed from our product’s value proposition, was compelling enough to translate it into a successful campaign. Obviously, we also had the advantage to leverage the cult-like status of our brand protagonist, Chhutkau Painter, and catch the TA’s top-of-mind space, with the intriguing hook – ‘ART Mane SCIENCE’. But, what was particularly satisfying was the execution of this campaign – from the ART gallery set to the modern contemporary soundtrack and the hard work put in by the entire team. It all made the TVC film more compelling and entertaining to watch.”
Target Audience: Primary-Home-owners, Secondary – painters/builders/ architects/ contractors/ owners of commercial properties.
Media: A 360-degree media approach has been adopted
- HSM News Channel & GEC in Television
- Leading radio stations
- OOH & on-ground activations
- Digital- Social, Display, OTT, News & Publications
About JKCements Limited:
JKCement Ltd. is one of India’s leading manufacturers of Grey Cement and the third-largest White Cement manufacturer in the World. Over four decades, the Company has partnered India’s multi-sectoral infrastructure needs on the strength of its product excellence, customer orientation and technology leadership. JK Cement’s operations commenced with commercial production at its flagship grey cement unit at Nimbahera, Rajasthan, in May 1975.
The Company has an installed Grey Cement capacity of 15 MnTPA as on date, making it one of the top cement manufacturers in the Country. JKCL is the No. 1 manufacturer of Wall Putty in the World and the third-largest manufacturer of White Cement globally, with a total white cement capacity of 1.20 MnTPA and wall putty capacity of 1.2MnTPA. JK White Cement is sold across 43 countries around the globe, and the Company has a strong international presence with two subsidies, JK Cement Works Fujairah FZC and JK White Cement (Africa) Ltd.
ordering drugs from canada https://canadian-pharmacy.shop/# my canadian pharmacy reviews
prescription drugs online without doctor pharmacy drug store
ed meds online without doctor prescription order from canadian pharmacy
family pharmacy online prescriptions online
reliable online canadian pharmacy legitimate canadian pharmacies
canadian pharmacies without an rx cheap prescription drugs
is canadian pharmacy legit vipps canadian pharmacy
best canadian pharmacy for viagra verified canadian pharmacies
doxycycline 100mg tablet price how much is doxycycline cost
sildenafil 6mg sildenafil 20 mg canada
can you buy prednisone over the counter in canada prednisone pills 10 mg
ed pill top ed drugs
https://onlinedating1st.com/# best online dating service
https://zithromaxpills.store/# zithromax online usa no prescription
https://noprescriptioncanada.com/# mexican pharmacies online cheap
https://noprescriptioncanada.com/# trust pharmacy canada
medications with no prescription 24 hour pharmacy
https://noprescriptioncanada.com/# good online mexican pharmacy
ivermectin 1 where to buy ivermectin
https://stromectolst.com/# ivermectin nz
ivermectin 5 mg price ivermectin 3mg tablets price
ivermectin 1 cream 45gm stromectol 3 mg price
ivermectin 50 mg ivermectin cream 5%
where to buy stromectol ivermectin brand
[url=https://stromectolst.com/#]ivermectin price usa[/url] ivermectin 6 mg tablets
stromectol tablets uk ivermectin 500mg
canadian online pharmacy no prescription world pharmacy india
online canadian pharmacy canadian mail order pharmacy
canadian online pharmacy no prescription online pharmacy fungal nail
buy drugs from canada top mail-order pharmacies in usa
us online pharmacy online pharmacy indonesia
online pet pharmacy top mail-order pharmacies in usa
online pharmacy products online pharmacy without scripts
cheapest online pharmacy canadian pharmacy coupon code
cheapest online pharmacy buy drugs from canada
rx pharmacy no prescription mexican pharmacy online
mexican pharmacy online canadian neighbor pharmacy
all in one pharmacy us online pharmacy
canadian pharmacy meds canadian pharmacies not requiring prescription
canadian discount pharmacy top mail-order pharmacies in usa
canadian online pharmacy no prescription discount pharmacy mexico
ciprofloxacin mail online ciprofloxacin 500mg buy online
amoxil pharmacy where can you get amoxicillin
where can i buy prednisone online without a prescription prednisone 20 mg without prescription
prednisone 50 mg tablet canada prednisone tablet 100 mg
ciprofloxacin generic price buy ciprofloxacin over the counter
where to get zithromax buy azithromycin zithromax
cheap ed pills mens erection pills
40 mg daily prednisone prednisone price canada
can i buy clomid over the counter in uk order clomid
п»їerectile dysfunction medication best non prescription ed pills
purchase clomid online canada generic clomid
propecia without a doctor prescription generic propecia usa
buy propecia cheap online propecia without a prescription
generic for propecia where to buy finasteride
ed medications list medication for ed dysfunction
prednisone 10 mg daily can i buy prednisone from canada without a script
where to buy propecia finasteride price
prednisone otc price prednisone 100 mg
finasteride tablets propecia uk
the canadian drugstore overseas pharmacies shipping to usa
canadian pharmacy 365 aarp approved canadian online pharmacies
legitimate online pharmacies india ed pills online from india
https://datingonline1st.com/# 12 single dating site
https://datingonline1st.shop/# free online dating site
https://datingonline1st.shop/# absolutely free dating sites
over the counter antihistamine over the counter steroid cream
over the counter pills like viagra wellcare over the counter ordering
united healthcare over the counter essentials over the counter
anthem over the counter catalogue best over-the-counter medicine for sinus infection
100 mg viagra cost
over the counter uti meds best over the counter nausea medicine
chlorhexidine mouthwash over the counter best hemorrhoid treatment over the counter
uti medicine over the counter over the counter anti nausea medication
corticosteroids over the counter strongest antifungal over the counter
over the counter blood thinners over the counter weight loss pills
antibiotics over the counter yeast infection treatment over the counter
uhc over the counter essentials 2019 best over the counter sleep aid
best over the counter acne treatment male uti treatment over the counter
best over the counter sleep aids best over the counter sleeping pills
australia viagra
over the counter acid reflux medicine anthem over the counter catalogue
best over the counter appetite suppressant over the counter eczema cream
over the counter sleeping pills over-the-counter