#MuteTheWorld, says JBL & Havas Creative Group India
Global audio equipment company, JBL, has rolled out its latest digital campaign #MuteTheWorld. The campaign aims to drive awareness around JBL’s active noise cancelling (ANC) category, which allows users to mute the world and focus on things that matter to them.
There are moments when we want to disconnect from the outside world, but there are other times when we want to be a part of it. JBL headphones help us to adjust to these circumstances by allowing you to hear only what you want. The campaign encourages consumers to block out their distractions, and not let anything come between you and your vibe.
Conceptualised and executed by Havas Creative Group India, this 4-film series focuses on the visual manifestation of female power in a category, that's otherwise dominated by men. Thereby, establishing JBL, not just a category leader but also the brand of the future that celebrates gender equality.
The campaign includes four light-hearted, humorous films that demonstrate the benefits of the ANC mode in different real-life scenarios. The JBL ANC series is designed for consumers who want to get more out of their listening experience by providing high-quality audio and useful features. The campaign emphasises the product's ease of use and power, allowing customers to personalise each moment by turning off the world.
Talking about the campaign, 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."
Commenting on the creative strategy, Bobby Pawar, Chairman & 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 will be seen on JBL’s social media channels along with other platforms.