JK Maxx Paints has launched its new campaign, ‘Maxx Karo, Relax Karo’, featuring brand ambassador Akshay Kumar. The campaign is based on a consumer insight around the complexity associated with home painting, including product selection, durability and finish. It positions the brand as offering an end-to-end solution across putty, primer and paint for residential interiors.
The TVC, developed in a light-hearted tone, shows Kumar responding to various questions with “JK Maxx”, with a flashback revealing his home painting experience where the brand was consistently recommended across stages. For architects, contractors, and homeowners, the narrative targets common pain points in specification and execution, aiming to simplify decision-making for wall systems in new builds and renovations. The company stated that the campaign builds on its existing portfolio, including JK Wallmaxx Putty.
Commenting on the campaign, Mr. Nitish Chopra, Business Head – White Cement and Paints said, “Consumers today are often faced with too many choices when it comes to home beautification products – from selecting the right putty and primer, to selecting the right paint. With ‘Maxx Karo, Relax Karo’ campaign, our focus is on simplifying this decision-making process by offering a complete, end-to-end solution backed by the trusted legacy of JK WallMaxX Putty and JK WhiteMaxX Cement.” For construction and real estate, integrated putty-primer-paint systems reduce compatibility issues, improve substrate prep, and support finish durability across apartments, villas, and commercial fit-outs.
Mr. Amandeep Malhari, Head of Marketing – White Cement and Paints, added, “We understand that painting a home is an emotional journey, and today’s consumers are looking for reliability, and results they can feel confident about. With ‘Maxx Karo, Relax Karo’ campaign, JK Maxx Paints aims to offer that reassurance, helping homeowners make choices with ease. Having Akshay Kumar as the face of the campaign adds to the brand’s credibility and relatability.” The campaign will be rolled out across television, OTT, CTV, digital, social media, outdoor and retail platforms.
For interior designers, specifiers, and channel partners, the “one brand, full system” positioning addresses lifecycle performance, maintenance cycles, and warranty clarity on large residential projects. Simplifying product selection helps reduce site delays, rework, and finish inconsistencies, directly impacting handover timelines and client satisfaction. The campaign reinforces JK Maxx Paints’ push into integrated wall solutions leveraging JK Cement’s white cement heritage. Learn more at JK Maxx Paints.
