DELHI: JBL, a brand belonging to the premium global audio and infotainment
group Harman, has launched its new advertising campaign for the
India market with A R Rahman as the ambassador.
The brand has a legacy of more than 60 years of audio innovation
to its credit and has significantly stepped up its marketing efforts
in the country over the past one year.
The 360 degree campaign features Rahman in a stylish new avatar.
The TV ad is a visual delight. Viewers are treated to the panoramic
vista of a valley in Ladakh with a nomadic musician carrying his
drums across the barren terrain which transitions to bamboo being
cut to make flutes in a lush green forest in Thailand, a guitar
being strung in a workshop bathed in the warm glow of flickering
lamps and finally, one arrives at a pristine white living room where
the maestro is sitting, strumming a guitar and surrounded by a range
of JBL products.
The message we wanted to give through the ad was that the
soul of the music, regardless of the instrument, is brought to the
listener in the purest form by JBL. An artist pours his or her heart
and soul into a composition and JBL helps carry that untainted sound
to the ears of the listener so that they hear every note the way
the artist intended, explains Sameer Shah, Marketing Director,
Harman (India), when asked about the concept behind the ad.
Both Edward Anthony, Creative Director of Stirred Creative, the
agency that conceived of the ad and Kabir Sadanand, Director of
the production house Frog Unlimited, were in concurrence that the
ad had to be a feast for the senses and that each frame had to be
picture postcard perfect in order to reflect the purity of sound
that is synonymous with the brand.
The aesthetics have been kept very earthy and organic and the music
composed by Rahman complements it beautifully. It starts off with
the sound of the elements (the wind and rain) and gradually, the
music of each instrument that is shown coming to life, blends in
The team has put in a lot of effort into the creation of this
ad and the results are for everyone to see, said Mr. Anand
Ramamoorthy, Country Head and Managing Director, Harman (India).
People are going to see a lot more of the brand in the coming
days, as we continuously step up our marketing efforts, he
Rahman, who has been a user of JBL equipment from almost the inception
of his career, was signed on as the brand ambassador for India in
October last year. The ad is an extension of JBLs global Hear
the Truth campaign, which features a legendary assortment of musical
icons revered across the world ranging from popular US rock band
Maroon 5, Chinas King of Pop Liu Huan and multiple
GRAMMY award winner, Paul McCartney.