Launches a new high decibel marketing campaign ‘Just be Loud’
Mumbai, INDIA, 26th September 2014: HARMAN International, the premium audio and infotainment group and Sahil International* today announced the signing of Arjun Kapoor & Parineeti Chopra as ambassadors for the JBL home and multimedia range of products in India. The talented and dynamic duo will be seen endorsing a range of new JBL products in the upcoming festive season. The actors’ recent successes and their immense youth appeal make them an ideal fit for a brand like JBL which has a slew of products catering to the youth segment from headphones to portable speakers, available in a range of quirky designs and colors.
‘’JBL’s global brand campaign, ‘Hear the Truth’, features a repertoire of top international artists like AR Rahman, and captures the brand promise of delivering pure, unadulterated sound to consumers,” said Mr. M Lakshmi Narayan, Managing Director, HARMAN India. ‘The brand new campaign themed ‘#JUST BE LOUD’ will debut across media this festive season, accompanied by some really interesting new product launches.’ he added.
“Arjun Kapoor and Parineeti Chopra represent the youth of today who are independent, expressive, confident, carefree and brand conscious and this is the theme we have tried to explore through the campaign” said Sahil Sani, Director, Sahil International. ‘So the new set of products we are getting ready to launch is targeted at the youth. They are cool, affordable and sound great.’ he added.
JBL has also created a Bollywood style peppy music video echoing youth sentiments and speaking their language. Celebrating youth, their energetic spirit and passion for music, the TVC has celebrity duo Arjun and Parineeti along with youngsters grooving to the peppy beats donning JBL’s funky headphones and speakers. The catchy new video has been conceptualized and created by Sobofilms, leading Mumbai based production house and directed by Kookie Vikas Gulati. The music has been rendered by Raju Singh and sung by Natalie Di Luccio, award winning Toronto-born multi-lingual playback singer and ‘Only VP’. It has been choreographed by Ranjho & Kadambari Varghese.
The brand has in the past introduced innovative campaigns to engage the youth, for example, the JBL Groove Babas – a hugely successful campus ambassador program aimed at creating a network of brand evangelists from top colleges in India.
JBL has a rich legacy spanning 60 years and has always been at the forefront of innovation, introducing award winning products that not just sound great, but also look fantastic. The brand has a rapidly growing retail footprint in India through exclusive JBL Studio’s, in addition to a significant presence across Large Format Retail outlets like Reliance, Croma, Ezone and Vijay Sales across the country.
BRAND AMBASSADOR COMMENTS
- ‘Sound in different aspects of what we do is very important. I’m very proud that I am a part of JBL now, a brand that delivers good sound all the time.’ – Parineeti Chopra
- ‘I have been using JBL products in my home and on the go, so this was really a marriage of convenience for me. JBL has quality products and globally they are known for their sound quality.’ – Arjun Kapur
HARMAN (www.harman.com) designs, manufactures and markets premier audio, visual, infotainment and integrated control solutions for the automotive, consumer and professional markets. With leading brands including AKG®, Harman Kardon®, Infinity®, JBL®, Lexicon® and Mark Levinson ®, the Company is admired by audiophiles, musicians and the entertainment venues where they perform. More than 25 million automobiles on the road today are equipped with HARMAN audio and infotainment systems. HARMAN has a workforce of approximately 16,000 people across the Americas, Europe, and Asia and reported sales of $5.3 billion for the twelve months ended June 30, 2014.