JK Maxx Paints has named Akshay Kumar as its brand ambassador, as the company looks to strengthen its presence in India’s decorative paints segment and build stronger consumer connect.
The association will be amplified through integrated campaigns across print, television, digital, outdoor, and retail platforms, aiming to enhance brand visibility as the company scales its footprint across markets.
Launched in 2023, JK Maxx Paints is part of the broader JK Group portfolio, which also includes JK WallMaxx wall putty. The brand is positioning itself as a future-ready player focused on performance-driven solutions while leveraging the group’s legacy in the construction materials space.
Nitish Chopra, Business Head – White Cement and Paints, described the partnership as a key milestone in the brand’s growth journey. He highlighted that Akshay Kumar’s credibility and mass appeal align with the company’s objective of building trust and deeper engagement with consumers nationwide.
Akshay Kumar also noted the natural fit of the collaboration, pointing to the established trust associated with the JK brand and its strong presence in Indian homes.
The move reflects a broader industry trend, where paint brands increasingly rely on celebrity endorsements to drive recall, stand out in a competitive market, and create stronger emotional connections with consumers.
