Campaign India Team
Oct 10, 2014

JBL looks for youth connect, with 'loud' song and dance

Watch the ad film conceptualised by Sobo Films here

Harman India has launched a campaign featuring actors Arjun Kapoor and Parineeti Chopra. The duo have been roped in as brand ambassadors for JBL's home and multimedia product range in India. 
A TVC has been conceptualised as part of the campaign by Sobo Films. It went on air on 26 September. 
The film is set at a beautiful beach stretch. It commences with JBL's campaign theme 'Just Be Loud' taking over the frame, from a closed shutter overlooking the shore. In sync, Kapoor and Chopra are engrossed in music on their JBL headphones. A cart full of JBL products are wheeled into the beach party central to the film. The starring duo hand out headphones to the crowd. What ensues is a song and dance powered by JBL headphones and speakers. The film ends with the brand's tagline 'Hear the Truth', but not before the stars pose with several of the products.
M Lakshmi Narayan, managing director, Harman India, said, "JBL’s global brand campaign, ‘Hear the Truth’, features a repertoire of top international artistes like AR Rahman, and captures the brand promise of delivering pure, unadulterated sound to consumers. The brand new campaign themed ‘#Just Be Loud’ will debut across media this festive season, accompanied by some really interesting new product launches."  
Sahil Sani, director, Sahil International (distribution partners for JBL products in India), 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. So the new set of products we are getting ready to launch is targeted at the youth. They are cool, affordable and sound great." 
Brand: JBL
Creative: Sobo Films
Production house: Sobo Films 
Director (film): Kookie Vikas Gulati
Music: Raju Singh
Campaign India