JBL’s TWS Series’ Campaign Represents Their Expertise in the Field of Sound
By Rachit Juneja
March 9, 2021
“JBL, as a brand, represents 75 years of expertise in the field of sound. Through the campaign for our TWS category, we wanted to showcase our legacy and superiority in the field.” - Jasmeet Singh Sethi, Marketing Manager, Harman International India, Lifestyle Audio Division
JBL is an American audio electronics company founded in 1946 by James Bullough Lansing. Their primary products are loudspeakers and associated electronics. There are two independent divisions within the company - JBL Consumer produces audio equipment for the consumer home market, while the JBL Professional produces professional equipment for the studio, installed sound, tour sound, portable sound (production and DJ), and cinema markets. JBL is owned by Harman International Industries, a subsidiary of Samsung Electronics.
The JBL TWS Series headphones let you take your music with you wherever life leads you. No strings attached. We got in touch with Mr. Jasmeet Singh Sethi, Marketing Manager, and Ms. Anushka Guha, Retail & Marketing Operations Manager, Harman International India, Lifestyle Audio Division, to gain insights into their influencer marketing campaign for JBL’s TWS Series headphones, and here’s what we found out:
Jasmeet Singh Sethi Anushka Guha
On the Objective of the campaign:
“JBL, as a brand, represents 75 years of expertise in the field of sound. Through the campaign for our TWS category, we wanted to showcase our legacy and superiority in the field.
Most brands in the TWS category mostly talk about features like battery life, bass, etc., on their products. What they miss out on is the actual essence of the TWS category - the overall sound performance. Additionally, excessive bass distorts the sound. There needs to be a perfect balance between sound and secondary features, which is what JBL aims to establish, representing our legacy of 75 years as Experts of Sound.”
On Influencer Marketing for the campaign:
For this campaign, we had 2 Celeb Influencers, 5 Musicians, 4 Sound Specialists/Engineers onboard. Sound Specialists and Engineers are professionals who understand sound very well, so we wanted to associate with them in order to use their expertise in the field to speak on behalf of our products. Along with that, we had musicians like Aakriti Kakkar, Twin Singhs, Neha Bhasin, Vasudha Sharma onboard, who showcased the true essence of enjoying listening to music on our products. Lastly, the two celebrities onboard were our brand ambassadors - Ranveer Singh and Sara Ali Khan.”
On JBL’s association with Ranveer Singh:
“We commenced our association with Ranveer Singh at the beginning of 2019. JBL is a legacy brand that is very youthful, young, and vibrant at its core. We have an array of products representing vivacity, zeal, and exuberance while sticking to our roots of lifestyle with products for all needs. Ranveer Singh’s youthful energy and colorful way of life resonate with the overall vibe of our brand. In addition to that, Ranveer himself is very fond of JBL, which is why he carries his favorite speaker - JBL Xtreme 2 for his airport looks, parties, etc.”
On JBL’s association with Sara Ali Khan:
“Sara Ali Khan is also a very vivacious person, a youth icon, and has a huge appeal to GenZ and millennials, which matches our brand personality. Moreover, she depicts her true and most authentic self on social media. She believes in posting the rawest and real parts of her life, which is what we love about her, and decided to associate with her for our brand.”
Journey through COVID 19:
“During the initial phase of the lockdown, things were at a halt for us, as for other businesses. Around June, we picked up our pace again and actually witnessed a rise in numbers, owing to Work from home, Gaming & Home Audio driven by OTT, which eventually helped us reach our pre COVID numbers.”
On how the campaign for the TWS category stood out:
“This was a one-of-kind campaign because of the way it was executed. We wanted the positioning of the TWS category to be established by the Experts of Sound, which is something that is unique to our brand, with regards to other brands in the same category.”
Conclusively, as evident from Sheeko’s Activity Graph and BrandScore Ratings, JBL has been moderately active on digital platforms in the past year. Since the inception of their campaign for the JBL TWS Series headphones, there has been a significant increase in their numbers. Lastly, for future plans on Influencer Marketing, the brand plans on being more involved in the same.
Recent Articles
