Mumbai: JBL, an American-based audio electronics company owned by HARMAN, has chosen Grapes, a New Delhi-based integrated marketing agency, as its social media partner. The agency won the mandate following a multi-agency pitch.

As per the mandate, Grapes will be responsible for the JBL’s social media strategy, planning, and execution. The agency will look after content creation and ORM, respectively, for the company.

Speaking on the development, JBL, HARMAN India head of digital marketing Akhil Sethi said, "We are excited to partner with Grapes to further strengthen our social media efforts for JBL in India. The agency perfectly aligns with our vision, and we are confident that the collaboration will bring about a unified end result. Our campaign objective lies in creating clear communication that will help us connect with customers across demographics. We are looking forward to establishing a powerful brand narrative for JBL through Grapes in the months to come."

Commenting on the mandate win, Grapes CEO & co-founder Shradha Agarwal said, "We’re ecstatic to be associated with JBL India as their digital partners. The brand has a legacy of 75 years built on its unmatched sound quality and we are determined to strengthen JBL’s presence further with value-driven engagement, to make it the most preferred audio brand amongst the growing audience base.  With social media at the epicentre of our lives, we are keen on taking the brand's social presence to the next level. While we will continue to leverage the key pillars of the brand like Mute the World, Dare to Listen, the Quantum gaming series, etc., we will be focusing on further enhancing the headphones vertical. We are also keen on tapping into the large sound and music-loving demographic in the country to build a unique community for the brand. The agency will create innovative campaigns for the brand to establish a strong line of connection with the audience, all aimed at enhancing the recall value of the brand.