JK Maxx Paints has appointed Akshay Kumar as its brand ambassador. The move comes as the company looks to strengthen its presence in the home decorative paints segment and build wider consumer awareness. The association will be supported through campaigns across print, television, digital, outdoor, and retail platforms.

The brand, launched in 2023, is positioned within the broader JK Group portfolio, which includes wall putty products under JK WallMaxx.

Nitish Chopra, business head – White Cement and Paints, said: “This partnership marks an important milestone in our journey to scale JK Maxx Paints as a strong, future-ready brand. As we expand our presence across markets, our focus remains on building deeper consumer trust and delivering high-performance solutions. Akshay Kumar’s credibility and widespread appeal make him a powerful partner in amplifying our brand story and strengthening our connection with consumers across India.”

Akshay Kumar said: “Some associations just feel right from the heart. This is one of them. JK Maxx Paints carries a legacy that people already believe in. When a name like JK WallMaxx Wall Putty is so deeply woven into homes, it’s not just familiarity; it’s a sense of comfort and trust. And that kind of credibility is something I truly connect with.”

The appointment reflects continued use of celebrity endorsements by paint brands to drive recall and differentiation in a competitive category