New Delhi — JK Maxx Paints has announced the appointment of actor Akshay Kumar as its brand ambassador, marking a step in the company’s efforts to expand its presence in India’s decorative paints market.
The company said the partnership is intended to strengthen its connection with consumers by aligning with Kumar’s public image of credibility and relatability. According to JK Maxx Paints, the collaboration reflects its focus on building trust and increasing brand recognition among homeowners.
Nitish Chopra, Business Head – White Cement and Paints, said the association represents a milestone as the company works to scale its paints business and deepen consumer engagement across markets. He added that Kumar’s appeal is expected to support the brand’s outreach efforts.
Akshay Kumar said the association resonated with him due to the established reputation of JK WallMaxx Wall Putty, which he described as a familiar and trusted name in households.
Launched in April 2023, JK Maxx Paints builds on the legacy of JK WallMaxx Wall Putty from JK White Cement. The company operates a manufacturing facility in Bhiwadi, Rajasthan, and an R&D centre in Navi Mumbai. Its portfolio includes interior and exterior emulsions, textures and waterproofing solutions across multiple price segments.
The partnership will be promoted through campaigns across print, television, digital, outdoor and retail platforms, according to the company.
