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Havas Creative launches digital campaign ‘Pop it. Fit it. Groove it’ for JBL Wave 100 TWS

The film aims to create awareness about the new product and encourages consumers to explore the modern, sleek, stylish earbuds

Click on the Image to watch the TVC.

JBL has announced the launch of new true wireless (TWS) earbuds Wave 100 with a new digital brand campaign titled #JBLGoesTopless. Named after its unique design, the headphone has an uber-cool look with 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 modern, sleek, stylish, 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 comes with a topless design. The unique topless design is a Red Dot Award winner with no edges and a free-flowing finish – similar to the waves of an ocean!

The Wave 100 TWS is the perfect companion, as it comes with a powerful 20-hour battery life and Dual EQ, two JBL distinctive sound styles for your various moods. With the touch of a bud, you can choose between two sound modes and control your device's voice assistant.

Yogesh Nambiar

Yogesh Nambiar, Head of Marketing at Harman India, said, “When it comes to making new inroads into a product segment with cut-throat competition, the choices 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. We hope music lovers will pop it, fit it, and groove with it.”

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. So, Pop It. Fit It. Groove It. Because there’s no stopping with the new Wave 100 TWS #JBLGoesTopless.

Bobby Pawar

Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India, 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, and 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.”

JBL creates amazing sound — from events such as Woodstock and concerts at Madison Square Garden, to games at Yankee Stadium and weekend road trips, JBL elevates listeners’ experiences with audio that lets them make the most of every moment. With 75 years of professional credentials, JBL has blended a bold vision of the future with the passion and talent of engineers and designers around the globe. JBL’s Signature Professional Sound is the leading technology that powers major pop culture events, and the brand has partnered with the world’s top talent across music, sports and Esports.

Harman International, a wholly-owned subsidiary of Samsung Electronics Co, LTD., 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. 


Agency: Havas Creative 

Chairman and Chief Creative Officer: Bobby Pawar
Chief Client Officer & Managing Partner, West & South: Arindam Sengupta

Executive Creative Director: Ashirwad Mhatre                    

Creative Director: Ajinkya Bane
Associate Creative Director: Gazal Jain        

Senior Vice President (Account Management): Kunal Solanki         

Associate Vice-President (Account Management): Ganesh Hegde  

Account Director: Leanne Alvares

Senior Copywriter: Jyotsna Mohanty

Senior Art Director: Swapnil Chaughule
Account Manager: Valencia Barretto

Production House: Snowball Production House

Director: Adarsh Menon

Producer: Mayur Goel

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