JBL has launched a digital campaign conceptualised by agency Grapes featuring IPL stars Rinku Singh and Yashasvi Jaiswal.
The campaign videos featuring the cricketers start with the trolling and criticism they might have endured before attaining their stardom. They go on to state ‘Champions mute the trolls’, ‘Champions mute the critics’ and as they don JBL headphones, it says ‘Champions Mute the world’.
The campaign aims to promote the idea of disregarding unwarranted criticism and instead focus on one’s own life journey, drawing parallels between JBL’s products which effectively drown out unwanted ambient noise, informed an official statement.
The films, one each featuring Singh and Jaiswal, have been rolled out across social media platforms.
Akhil Sethi, Head of Digital, JBL India, said, “JBL has always celebrated success stories. Despite facing significant backlash, the resilience shown by the two cricketers, Rinku Singh and Yashasvi Jaiswal, is a moment of reckoning. Their ability to rise above criticism serves as an inspiration for others, encouraging them not to be deterred by negative comments. In line with this, we have chosen to collaborate with these two athletes to amplify our ‘Mute The World’ campaign.”
Shradha Agarwal, Co-founder and CEO, Grapes, said, “It was a great experience working for the campaign as it pushed us to ingeniously integrate the assets of the cricket personalities, and brand to underscore the core messaging of JBL. We wanted to breathe a fresh perspective into the already established ‘Mute the World’ property of the brand. Hence, we metaphorically depicted the message of muzzling the outside noise that helps in recognising and harnessing the positive energy within, for emerging with flying colors in the end.”
Campaign Credits
Agency: Grapes
National Creative Director – Copy: Priyank Narain
National Creative Director – Art: Partha Sengupta
Senior Creative Director: Priyadarshi Khastgir
Creative Director: Dibakar Das
AVP – Account Planning and Servicing: Shivangi Rai
Group Head – Account Planning and Servicing: Shubhangi Jain
Account Manager: Divyanshi Ahuja
Creative Team: Amreek Singh, Angela Samuel, Spenta Jassawala
Director – Video Production: Ashutosh Jha
Film Director: Prashant Satyam
Film Producer: Shivam Sharma
Production House: Glint Entertainment
Feedback: [email protected]
