JK Cement explains the ART of science in walls

JKCement WallMaxX has released a new TVC titled, #ArtManeScience with its brand protagonist, Chhutkau painter. 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 world's most long lasting beauty. The incubation of the campaign idea came after an Abrasion Resistance Test (ART) which was conducted in their state-of-the-art lab. The team found out that the surface coated with JKCement WallMaxX Putty was virtually unaffected while an external force of abrasion was applied on it. Niranjan Mishra, business head, JK White Cement Business said, "JKCement WallMaxX enjoys an indomitable position in the Wall Putty category in the World. With the entry of established paint players and many new entrants, it is important for us to constantly innovate and give consumers only the best and world-class quality. Abrasion Resistant Technology , is a testimony to our product's quality and through #ArtManeScience campaign, we will be able to communicate this unique value proposition across the country." Nitish Chopra, head – branding and strategy, JK White Cement Business said, "The fact that the idea ART Mane Science , actually stemmed from our product's value proposition, was enough to convince us that the campaign can be a success. Obviously, we also had an 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 library set, to the modern contemporary track and the hard work put in by the entire team. It all made the TVC film more compelling and entertaining to watch.”