JBL has signed Bollywoodâs Sara Ali Khan as its new brand ambassador. It celebrates her association with the brand through a new commercial that captures the imagination of the youth with high-octane graphics, and words inspired by Gen-Y.
Vikram Kher, Vice-President, Lifestyle Audio, Harman India, said, âThe youth of the country is at the core of everything we do at JBL and Sara embodies the spirit of the young and restless. Her no-holds-barred approach has already made her a role model among Gen-Y and the association with JBL will take her influence a step further.â
âOur campaign âLive it real, Live it rawâ featuring cultural icons like Sara Ali Khan and Ranveer Singh, is a tribute to the young spirit of India. We are proud of the work we are doing that speaks the language of the youth, challenges norms and peels back conformist attitudes,â Kher added.
Â âIâm thrilled, and proud to be part of the JBL team that boasts of a dynamic roster of ambassadors who I personally admire. âLiving it rawâ and âliving it realâ is my personal mantra, and Iâm so glad to see that in the ethos of the brand JBL,â said Sara Ali Khan.
Â âI truly believe in saying it as it is and being who you are â in the most organic and honest way, and I think JBL is a perfect representation of this philosophy. With this association, Iâm very excited to take this message of authenticity to young consumers of the iconic audio brand.â
The brand commercial launched is a combination of spirited moves by khathi-meethi personality, Sara Ali Khan and funky visual effects that will instantly elevate the mood. The film features playful lyrics that echo the confidence of young Indians like â âIâm fab and flawedâ.
The film will be seen on JBLâs social media channels along with other platforms. This commercial comes as an extension of JBLâs newly launched campaign â âLive it Real, Live it Rawâ that seeks to challenge its consumers to live their own truth. The campaign recently went live with the first commercial featuring superstar and JBL brand ambassador, Ranveer Singh.
Sara Ali Khan joins a star-studded line-up of JBL ambassadors and partners from music, sports, and entertainment industries includingÂ actors Ranveer Singh and Priyanka Chopra, music maestro A.R. Rahman and Olympian shuttler P.V. Sindhu in India.
From iconic events like Woodstock and concerts at Madison Square Garden, to games at Yankee Stadium and weekend road trips, JBL from Harman elevates listenersâ experiences with audio that lets them make the most of every moment.
Harman (harman.com) designs and engineers connected products and solutions for automakers, consumers, and enterprises worldwide, including connected car systems, audio and visual products, enterprise automation solutions; and services supporting the Internet of Things.
Creative Agency: Dentsu Slingshot
Country Heads: Lucky Saini & Kunal Dubey
Director Brand Solutions: Rohit Machado
Art Director: Praveen Sekar
Production house: 10Films
Director: Raylin Valles
Producer: Shouvik Basu
DOP: Tapan Basu