Now, ART means SCIENCE! The disruptive new brand campaign of JK Cement WallMaxX wall putty
Read Time:4 Minute, 6 Second
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.
Happy
0 %
Sad
0 %
Excited
0 %
Sleepy
0 %
Angry
0 %
Surprise
0 %
0
0
25 thoughts on “Now, ART means SCIENCE! The disruptive new brand campaign of JK Cement WallMaxX wall putty”
Leave a Reply
More Stories
On This ‘WORLD CANCER DAY’: 8 Best Oncologists Share Their Advice on Increasing Risks of Cancer.
New Delhi (India), February 4: World Cancer Day is observed worldwide on February 4 every year. It is a global...
Nitin Gohil bestowed with GauravShri Samman 2023: felicitated by Maharashtra Governor
Mumbai: It was a moment of pride for team Times Applaud when its COO, Mr. Nitin Gohil, bagged the award...
‘My Company is My Family; My Family is not My Company’, proponent Govindkaka of Shree Ramkrishna Exports Pvt. Ltd honoured with 2022 Hurun Most Respected Family Business of the Year Award
Renowned Diamond Baron, Visionary, Industrialist, and Humanitarian, Shri Govind Dholakia sounds stimulating when he says “Our Company has been made...
CricAdda and Sanjay Dutt: A winning combination for sports fans and gamers
New Delhi (India), February 4: CricAdda, the online sports and fantasy gaming brand, announced that Indian film actor & renowned...
Sakhiya Skin Clinic is India’s No. 1 skin clinic chain
The clinic has performed more than 3 lakh+ safe and painless laser hair removal procedures. Surat (Gujarat) [India], February 4: With...
Aditya Prakash, Bollywood Actor and Writer shares his secret of a happy & successful life
New Delhi (India), February 4: We caught up with Bollywood Actor and Writer, Aditya Prakash where he spoke about his personal life,...
Simply wish to say your article is as surprising. The clarity in your post is just spectacular and i could assume you are an expert on this subject. Well with your permission allow me to grab your RSS feed to keep updated with forthcoming post. Thanks a million and please carry on the gratifying work.
You have brought up a very excellent points, thankyou for the post.
Outstanding post, I conceive website owners should learn a lot from this weblog its really user genial.
Keep up the excellent work, I read few posts on this website and I conceive that your website is real interesting and holds bands of great information.
Hey there! This is my first comment here so I just wanted to give a quick shout out and say I really enjoy reading your articles. Can you suggest any other blogs/websites/forums that deal with the same topics? Thanks!
Sweet web site, super layout, very clean and utilize genial.
Howdy very nice website!! Man .. Beautiful .. Amazing .. I’ll bookmark your web site and take the feeds also…I am happy to seek out so many useful information right here within the post, we’d like work out extra techniques in this regard, thank you for sharing.
It?¦s actually a great and useful piece of information. I am satisfied that you simply shared this helpful information with us. Please keep us informed like this. Thank you for sharing.
Heya i am for the primary time here. I came across this board and I to find It really helpful & it helped me out a lot. I am hoping to present something back and aid others like you helped me.
Merely wanna state that this is extremely helpful, Thanks for taking your time to write this.
I was curious if you ever considered changing the layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having one or two pictures. Maybe you could space it out better?
Some genuinely excellent information, Glad I noticed this. “If you find it in your heart to care for somebody else, you will have succeeded.” by Maya Angelou.
I’ve been surfing online more than three hours today, yet I
never found any interesting article like yours. It is
pretty worth enough for me. Personally, if all web owners and bloggers made good content as you
did, the net will be a lot more useful than ever
before.
I’ve been absent for a while, but now I remember why I used to love this website. Thanks , I will try and check back more often. How frequently you update your site?
I’ve been absent for a while, but now I remember why I used to love this blog. Thank you, I will try and check back more frequently. How frequently you update your web site?
I would like to thnkx for the efforts you have put in writing this blog. I am hoping the same high-grade blog post from you in the upcoming as well. In fact your creative writing abilities has inspired me to get my own blog now. Really the blogging is spreading its wings quickly. Your write up is a good example of it.
Thank you for another fantastic post. Where else could anyone get that kind of information in such a perfect way of writing? I’ve a presentation next week, and I am on the look for such info.
Thanks for another informative web site. Where else could I get that type of info written in such an ideal way? I’ve a project that I’m just now working on, and I have been on the look out for such information.
Hey! Do you know if they make any plugins to protect against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any recommendations?
I’m impressed, I must say. Actually hardly ever do I encounter a blog that’s both educative and entertaining, and let me tell you, you will have hit the nail on the head. Your idea is outstanding; the difficulty is one thing that not sufficient persons are talking intelligently about. I am very completely satisfied that I stumbled across this in my seek for something relating to this.
I precisely had to thank you very much once more. I do not know what I might have sorted out without the type of strategies contributed by you regarding my concern. It was an absolute terrifying difficulty in my view, nevertheless understanding the specialized mode you dealt with the issue took me to leap with fulfillment. I am just thankful for your assistance and then pray you know what a great job that you are accomplishing training the rest all through your webpage. Probably you’ve never got to know all of us.
Pretty nice post. I just stumbled upon your blog and wished to say that I’ve really loved surfing around your weblog posts. In any case I will be subscribing to your feed and I am hoping you write once more very soon!
Simply want to say your article is as astonishing. The clearness to your put up is just nice and that i could assume you are an expert on this subject. Well along with your permission let me to clutch your feed to stay updated with impending post. Thank you 1,000,000 and please carry on the enjoyable work.
tamoxifen shopping There are several instances when IVF is clearly more effective than starting with IUI to try to get pregnant
She says she has had the best day in a long time clomid for low testosterone