With its new campaign for their active noise cancelling headphones, JBL India encourages consumers to rejoice every moment of the festivities by cutting the chaos and noise, focusing on only the things that matter.
In the first film that is part of their new campaign for active noise cancelling (ANC) headphones, JBL India personifies their ANC feature by depicting professional bodybuilder, Mamota Devi Yumnam - depicting how the technology is as strong as her by blocking out the chaos and noise of the world.
The campaign showcases the protagonist basking in the festive mood, listening to music with headphones on. This is when her mischief-mongering brother lights up the crackers, to irritate her with the noise. Unperturbed, the protagonist takes control of the situation by switching on the active noise cancellation feature of the JBL headphones. As the video proceeds, we notice how the personified version of the feature in the form of Mamota comes to the rescue of the protagonist.
The ad ends on a joyous note when the brother is baffled at his failed pursuit of teasing his sister who proceeds to enjoy the moment, unhindered by the noise.
The second film from the campaign, also featuring Mamota, focuses on work from home woes.
The protagonist wife, who is on a work-related video call, is struggling to hear her colleagues over the obnoxious singing of her husband who is busy whipping up chaos in the kitchen. His zeal is egged on by the loud mixer-grinder and other kitchen sounds.
The wife tries to get him to stop but to no avail. Finally, she switches on the Active Noise Cancellation mode, after which the Active Noise Controller Mamota appears and shoves an astronaut’s helmet over the husband’s head, putting an end to the obnoxiousness.
This is yet another relatable situation where the ANC feature banishes the noise, showcasing the idea ‘Mute the World’, leaving the protagonist free to focus on what is important.
Through a relatable campaign, JBL India beautifully captures relevant instances faced by millennials who want to focus on moments in their own way. While understanding the pain points of the customers, the brand seamlessly manages to integrate its product within the narrative.
The background scores and vibrant settings manage to reflect the brand’s personality and sheen, enabling the brand to stand out in a clutter of campaigns. The brand is slated to release two more films as a part of the campaign.
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