Global audio equipment company, JBL, has rolled out a digital campaign #MuteTheWorld, to highlight its active noise cancelling (ANC) category, which allows users to mute the noise in their surroundings and focus what matters most to them.
Conceptualised by Havas Creative Group India, the film showcases a woman sitting in her veranda with her JBL headphones on. As she does what she’s enjoying, her brother starts to lights crackers to celebrate Diwali. On seeing how peaceful she was, he starts to light fireworks closer to her, to disturb her with the noise. She then uses the ANC feature and doesn’t hear anything from around, except for what she wants to listen to.
Yogesh Nambiar – head of marketing at Harman India, said, "JBL’s 75 years of audio innovation and creativity has led us to be the preferred sound companion globally, across segments. Especially, when it comes to noise cancelling headphones, we take pride in being a brand with one of the widest range in the market today. JBL has always believed in thinking differently, and #MuteTheWorld campaign is something that amalgamates well with our brand, and powerful enough to turn heads, make people sit up and take notice. We are glad to launch an off-beat campaign with Havas and debunk the conventional ways to encourage societal change."
Bobby Pawar, chairman and chief creative officer, Havas Group India, said, “Many brands have created communication around noise cancelling, our challenge was how to do it very differently and in a manner that is ownable to brand. Our idea was to literally personify the technology as a strong, silent person whose mission is to silence sources of noise. Also, since I feel strongly about breaking stereotypes about how women are portrayed in advertising, we cast a powerful woman to play the role, instead of a man. Advertising plays a role in changing social perceptions, and I am delighted that JBL allowed us to marry the brand message with bold, engaging storytelling."
The film is rolled out on JBL’s social media channels and other platforms.
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Watch the film conceptualised by DDB Mudra here