Mumbai: 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.
Conceptualised and executed by Havas Creative Group India, the ad series focuses on the visual manifestation of female power in a category, that's otherwise dominated by men. Thereby, highlighting it as 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.
Commenting on the creative strategy, Havas Group India chairman & chief creative officer Bobby Pawar 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," he further added.
The campaign encourages consumers to block out their distractions, and not let anything come between you and your vibe. It will be seen on JBL’s social media channels along with other platforms, said the statement.
Talking about the campaign, Harman India – head of marketing Yogesh Nambiar said, "JBL’s 75 years of audio innovation and creativity has led us to be the preferred sound companion globally, across segments. 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."
