The Brief: –
JK Cement chose the occasion of Diwali to further highlight the 4 most widely used products in the residential segment during the process of the overall construction, renovation, and basic repairs.
Tilemax
Repair max
Wallmax
Shieldmax
They wanted to make the most of the festivities by reaching out to their consumers as JK Cement sees itself as an enabler who can help its consumers renovate their homes.
Requirement-To develop an informative video which at the same time is impactful and engaging.
Our approach –The 1st step is always to understand the brand in depth and list down all the necessary information. To achieve the same, we not only studied JK Cement as a brand but also all the related brands of the segment which offer similar products.
The idea was to grab the attention of the audience with an aesthetic and dynamic touch in the visual, telling a story, depicting the usage of all 4 products by showcasing their full potential. Rather than going the conventional way, we suggested treating the video in 3D by integrating their digital brand mascot Mr. MAXX.
In India, the festival of Diwali is seen as an auspicious occasion where we welcome, good over evil and knowledge over ignorance. We developed short stories based on the same as to how in our Indian culture everyone wants to redecorate their homes around Diwali and make them look picture perfect but usually are not aware of where and how to begin. So, the message being sent out with this video was Get into the festive spirit, brighten things up and leave your home improvement woes to Mr. MaxX! Experience the magic of MaxX!
