JK Maxx Paints has rolled out a campaign #SingleBrandSharmaJi, featuring actor Jimmy Shergill to highlight its portfolio expansion which now comprises decorative paints and finishes.

Conceptualised by Basic4 Advertising, the campaign which consists of a film, showcases Shergill as Sharma ji, a discerning homeowner and lawyer who values quality and brand loyalty. Sharma Ji embodies the reliability of the brand as the top choice for home beautification. The film portrays people being influenced by Sharma Ji as he paints his house a new color. However, Sharma Ji reveals that he’s using the same trusted brand he always has, emphasising its enduring legacy and superior quality.

What we think about it: The characters of Sharma ji and Sharma ji ka beta have long been symbols of trustworthiness and affluence. Leveraging this cultural context, the brand has skillfully crafted a character, Sharma ji, who demonstrates unwavering loyalty to a single brand to showcase its new portfolio offerings. Unlike typical advertisements that simply feature a major Bollywood star, this campaign creatively scripts characters that resonate deeply with audiences pan India.

Nitish Chopra, Dy. business head, JK Maxx Paints, said, "We are delighted to introduce our latest campaign, #SingleBrandSharmaJi, which encapsulates the essence of JK Maxx Paints and our unwavering commitment to trust, excellence and quality. With over two decades of leadership and innovation in enhancing wall aesthetics, exemplified by our flagship product JK WallMaxX Wall Putty, we are poised to elevate the standard of home beautification with JK Maxx Paints."

The campaign will be rolled out on TV and digital platforms such as Instagram, Facebook and YouTube.