Campaign India Team
Aug 06, 2023

JBL empowers Rinku Singh and Yashasvi Jaiswal by toning down the criticism

Watch the films conceptualised by Grapes here

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
Source:
Campaign India

Related Articles

Just Published

7 hours ago

Disney Cruise Line VP on how the brand ventures ...

With a locally adaptive strategy, strong fan engagement, and Disney’s magical storytelling, Disney Cruise Line sets sail into Asia ahead of its December 2025 debut. Campaign speaks exclusively with VP and regional GM Sarah Fox before Campaign 360 next week.

8 hours ago

Omnicom set targets to cut staff costs by 10 per cent

Omnicom Group set targets to reduce its total staff compensation bill by 10 per cent ahead of its proposed acquisition of Interpublic Group (IPG), PRWeek has learned.

11 hours ago

Slack’s new hustle: From free chats to paid ...

With AI agents, structured integrations, and Slack Connect, Salesforce bets on transforming Slack from a chat tool into a marketer’s operating system.

12 hours ago

The emotional connection: A new normal in influencer...

Brand recall tends to be faster and stronger when associated with individuals who have established face value, says The InterMentalist founder.