An audio equipment company, JBL has rolled out its digital campaign, #Mutetheworld. The aim of the campaign is to raise awareness of JBL’s Active Noise Cancellation (ANC) category.
The campaign emphasizes the ease of use and the power of the product, allowing customers to personalize every moment by turning the world off.
The campaign, which consists of a series of 4 films, is conceptualized and executed by Havas Creative Group India. The films demonstrate the benefits of ANC mode in different real-life scenarios and focus on the visual manifestation of female power in a male dominated category.
Yogesh Nambiar, Head of Marketing, HARMAN, India, said: “JBL’s 75 years of audio innovation and creativity have made us the preferred sound companion in the world, across all segments. JBL has always believed in the need to think outside the box, and the #MuteTheWorld campaign is something that fits well with our brand, and powerful enough to turn heads, make people sit down and take notice. We are happy to launch an offbeat campaign with HAVAS and demystify conventional ways of encouraging societal change.
Bobby Pawar, President and Creative Director, Havas Group India, said: “Many brands have created communication around noise cancellation, our challenge was to do it in a very different way and in a way that is clean. to the mark. Our idea was to literally personify technology as a strong, silent person whose mission is to silence the sources of noise. Also, because I am very committed to breaking down stereotypes about how women are portrayed in advertising, we chose a powerful woman to play the part, instead of a man. Advertising plays a role in changing social perceptions, and I’m delighted that JBL has allowed us to marry the brand’s message with bold and engaging storytelling. “
Watch the announcement here: