In New Campaign JBL Blurs the Line Between Real and Surreal

JBL has launched a campaign aimed at highlighting its distinctiveness through a series of mixed-reality videos. Each campaign spot showcases how powerful sound can make anything, and anybody, come alive and dance.

Conceptualized by Havas Worldwide India, this immersive three-video series transcends conventional marketing approaches by seamlessly blending reality with technology. Iconic landmarks across India served as the canvas for this innovative showcase, offering viewers an unforgettable glimpse into JBL’s unrivaled professional audio capabilities.

Anupama Ramaswamy, Chief Creative Officer and Joint Managing Director, Havas Worldwide India said, “Mixed reality is a popular and powerful medium for brands. It is fun, light-hearted and immersive. It also makes the content more shareable and memorable. However, many brands use mixed reality as a gimmick, without any connection to the product or the message. JBL products are different.


 

“So, our ambition was to create something that displayed their abilities in full glory. They offer powerful sound and come with stunning designs. In the end, it was easy to land on an idea that makes the world around them come alive and party with them.”

 

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“We’re witnessing the growing and well-accepted use of AI, AR and VR in marketing campaigns,” said Yogesh Nambiar, Director, Integrated Marketing, HARMAN India.

“As a frontrunner in the audio industry, JBL is always eager to adopt the latest approaches and technologies that showcase the edge that we bring to the table. 2023 witnessed our 3D anamorphic films at various airports across the country which received an overwhelming response from partners and customers alike.”

 

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