JBL Brand Building Strategies

Below are few of the strategies JBL implemented to become the market leader in India

1.  In 2012 JBL came up with a tagline Hear The Truth. 
• The idea behind this was to establish the fact that when you hear music and songs on JBL headphones and speakers, you would hear the way it was recorded, you get to hear all the instruments in its almost original quality. Hence you Hear The Truth
• AR Rahman was hired as brand ambassador to fortify the message. An ad film was shot with A R Rahman. This ad film shows faintest of sound made by bamboo and strings and air blowing etc and these sounds were captured with precision and clarity, establishing the fact that you Here The Truth when on JBL.
• There were 4 end slates to this ad film; the last 10 sec was shot separately with AR Rahman, each one with a different statement by maestro AR Rahman as follows:
• I hear music on JBL, do you ?
• Movies come alive with JBL
• JBL, Hear The Truth
2. Next year JBL did a campaign at Cricket World Cup and took the 3rd empire property. Whenever players called for the 3rd empire decision, the verdict board had red and green lights blinking with JBL Hear The Truth written illuminated right above this verdict board. 
• This same message was shown in TVs as well and this followed by a TV ad where Hear The Truth ad film was played
3. The year later JBL came up with another tagline High On Music. 
• On Valentine's day JBL branded cars, fitted with JBL car audio were parked outside few of the most popular pubs in key metros
• When people came out of the pubs, drunk - they were asked to travel with us in JBL cars, while our spare driver would drive their cars to their home
• Message - done be high on alcohol but be High On Music when behind the wheel.
• This was not just a CSR activity, but it was also an attempt to catch millennials and Gen Z with the funky tagline High On Music. The JBL sound quality is so great that it will take you high and immerse you into the music
4. For few years, JBL ran a campaign called JBL Groove Baba. 
• This was a college brand ambassador program where influential students from top colleges across metros were shortlisted.
• They were given JBL products to evangelize and do product promotions. 
• The idea was to catch "them" young. Once you hear good sound, you wouldn't want to hear bad music. JBL Groove Babas were asked to throw house parties and make their friends and families experience various JBL products.
5. JBL signed up various celebrities like AR Rahman, Priyanka Chopra, Ranveer Singh, Arjun Kapoor. Parineeti Chopra, PV Sindhu, Sara Ali Khan - spread over nearly a decade to establish their supremacy
6. Apart from running offline ads on TV, in Print, Out Of Home - JBL also actively participated in many events like SubBurn and IPL and very loud visibility. 

JBL Videos

https://www.youtube.com/watch?v=FunsvFXW1AY

https://www.youtube.com/watch?v=7NcFUElQwSQ

https://www.youtube.com/watch?v=KeE7PNic8qE

https://www.youtube.com/watch?v=7NcFUElQwSQ

https://www.youtube.com/watch?v=DXlWo-nD1DM