JBL has rolled out a campaign 'mute the world’, featuring cricketers Rinku Singh and Yashasvi Jaiswal, to spotlight the idea of disregarding unwarranted criticism.
Conceptualised by Grapes, the films depict how Singh and Jaiswal block out all the unwanted criticism at the hand of trollers and ex-players. It showcases how these cricketers realise their strength by tunning into their inner voice.
Akhil Sethi, head of digital, JBL India, said, “JBL has always celebrated success stories. Despite facing significant backlash, the resilience shown by the two cricketers, Rinku Singh and Yashasvi Jaiswal, is a moment of reckoning. Their ability to rise above criticism serves as an inspiration for others, encouraging them not to be deterred by negative comments. In line with this, we have chosen to collaborate with these two athletes to amplify our 'mute the world' campaign.”
Shradha Agarwal, co-founder and CEO, Grapes, said, “It was a great experience working for the campaign as it pushed us to ingeniously integrate the assets of the cricket personalities, and brand to underscore the core messaging of JBL. We wanted to breathe a fresh perspective into the already established ‘Mute the World’ property of the brand. Hence, we metaphorically depicted the message of muzzling the outside noise that helps in recognising and harnessing the positive energy within, for emerging with flying colours in the end.”
CREDITS:
National creative director – copy: Priyank Narain
National creative director – Art: Partha Sengupta
Senior creative director: Priyadarshi Khastgir
Creative director: Dibakar Das
AVP – account planning and servicing: Shivangi Rai
Group head – account planning and servicing: Shubhangi Jain
Account manager: Divyanshi Ahuja
Creative team: Amreek Singh, Angela Samuel, Spenta Jassawala
Director - video production: Ashutosh Jha
Film director: Prashant Satyam
Film producer: Shivam Sharma
Production house: Glint Entertainment
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