How JBL India’s "India’s #HeartOfSound" Campaign Amplified Brand Equity and Reached 19.5 Million People
About
JBL, a global leader in audio technology, has always been synonymous with premium sound quality and innovation. With a deep commitment to music culture and community, JBL has continuously supported initiatives that empower artists and enhance the music experience.
The Objective
JBL India aimed to strengthen its position as a supporter of emerging music talent in the country through the Martin Garrix Music Academy (MGMA) campaign, titled "India’s #HeartOfSound." The primary goals were to foster a deeper connection with the Indian music community and enhance JBL’s brand equity and establish it as a leader in the audio space.
Our Approach
- Designed a talent showcase offering mentorship from top industry professionals, including Vasuda Sharma, Karan Kanchan, and OAFF.
- Developed a two-phase campaign:
- Phase 1: Conducted broad outreach via Instagram, India Film Project, music schools, and native music communities. From 229 applicants, 15 top participants were selected based on creativity, theme alignment, and production quality.
- Phase 2: Provided in-studio mentorship for the top 6 finalists, refining their original tracks on the theme "India’s #HeartOfSound."
- Amplified the finalists’ tracks on JBL India’s social media platforms, leveraging mentors' influence to maximise reach.
- Encouraged user engagement and showcased participants' tracks as social media reels, driving exposure and brand association with quality music content.
The Challenges
The main challenge was to engage and attract serious upcoming music artists while ensuring that the campaign provided value through mentorship and exposure. JBL sought to encourage Indian musicians by offering them a once-in-a-lifetime opportunity to be mentored by top industry professionals and have their work showcased globally.
Results
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