Mumbai: The US-based audio equipment brand, JBL announced the launch of its wireless (TWS) earbuds Wave 100 with a new digital brand campaign #JBLGoesTopless. 

Named after its unique design, the headphone has a stylish topless case having no edges or top cover and a wave-like free-flowing form. The film aims to create awareness about the new product and encourages consumers to explore the sleek and powerful earbuds.

Conceptualised by Havas Creative, the digital film showcases the convenience and the power to stay original and unique. JBL Wave 100 TWS (True Wireless Stereo) is first of its kind product that comes with a topless design. The unique design is a Red Dot Award winner with no edges and a free-flowing finish – similar to the waves of an ocean, said the brand.

Talking about the film, HARMAN India– head of marketing Yogesh Nambiar said, “When it comes to making new inroads into a product segment with cut-throat competition, the choices that a brand makes are crucial to the outcome. With this year’s launch of the JBL Wave 100 TWS, we have taken the top-down approach, quite literally. It features our first ever lidless design in the TWS segment coupled with yet another first, offering two distinct sound modes. We adopted an unprecedented route with the tagline- ‘JBL Goes Topless’. Needless to say, we are thoroughly excited about the campaign and expect to make waves in the category."

The film depicts a protagonist who uniquely uses the JBL Wave 100 TWS, displaying the coolest moves in the form of waves. The product's uber-cool topless design and easy-to-use features are showcased through the Pop & Lock dance form- popping it out of the case, fitting it in the ears, and grooving to different sound modes.

Commenting on the creative strategy, Havas Group India, chairman & chief creative officer, Bobby Pawar said, “JBL is creating new ground with its unique product offerings, and we're proud to be part of it. We wanted to show the product as a mirror of youth, vivid and bold, therefore we gave it a catchy and fresh feel. The idea behind this film was to give individuals access to technology, improve their lives through music, and encourage them to pursue their dreams.”