AD Agencies
JBL appoints Makani Creatives as its ad agency
MUMBAI: JBL, one of the leading American audio electronics company currently owned by Harman International, has roped in Makani Creatives as its advertising agency. This development comes close after the decision on deployment of major funds to step up marketing activities and ramp up technology.
JBL has already launched a strong campaign with celebrities Arjun Kapoor and Parineeti Chopra in order to target the youth and engage the users by launching a music video called ‘Just Be Loud’ created by Kookie Gulati from SOBO films.
Makani Creatives will now roll out campaigns in sync with the brand thought process – ‘Just Be Loud’. The agency has a repertoire of youth, fashion and retail brands which makes it the natural choice to partner with JBL.
JBL director Sahil Sani said, “JBL has been a key force in developing independent divisions for audio equipment for consumer home market and professional equipment for studio, installed sounds, tour sound, portable sound (production and DJ) and cinema markets. Over the last few years, we have managed to make our presence felt in most sound and audio sectors.”
“Our key focus now, is to increase the reach and awareness, and build on our strength as a preferred choice for end-consumers. In order to meet this objective, we are thrilled to partner with Makani Creatives as our brand agency. With them on board, we are now gearing up for the new brand identity – ‘Just Be Loud’ and innovative marketing campaigns in the near future. We chose Makani Creatives for their clear understanding of our brand, proven record for delivering some of the most successful ad campaigns and focus on delivering business results,” he further added.
Makani Creatives MD Sameer Makani said, ‘‘JBL is a young and dynamic brand which has revolutionised the audio category, that being of head phones, headsets and bluetooth speakers. We were very charged by this proposition and that lead to a fine campaign we presented to JBL. In fact, they were quite impressed and that’s how we bagged their luxury division, Harman Kardon as well. The first set of work for JBL will be out shortly and I am sure that this will be one of the first steps of a successful journey together, we intend to take with this brand.”
AD Agencies
The future of ads isn’t what you think, says Praseed Prasad, president – growth & marketing, South Asia at WPP Media
Prasad highlights why curiosity, brand building and AI adoption are key to staying ahead in advertising.
MUMBAI: Advertising is becoming increasingly fragmented, but that fragmentation is unfolding within a broader digital consolidation, according to Praseed Prasad, President – Growth & Marketing, South Asia at WPP Media.
At a macro level, he observes a clear structural shift. Content-led advertising, which once accounted for nearly 90 per cent of activity, has declined closer to 60 per cent, signalling a significant rebalancing of media strategies. While the industry appears more splintered than ever, he notes that consolidation is simultaneously taking place within emerging digital technology ecosystems.
“From a 20,000-foot view, it is definitely getting fragmented,” Prasad explains. “But within certain pockets, there is consolidation into new digital tech channels.”
Earlier, much of digital advertising was concentrated among a handful of global technology players. Today, the ecosystem is far more diverse. Growth is being driven by quick commerce, digital programmatic, digital out-of-home and influencer marketing, among others. The avenues for digital advertising have multiplied, altering how brands allocate budgets and engage consumers.
Beyond structural shifts, Prasad also addresses a longstanding perception about the industry itself. When he entered advertising 25 years ago, it was often viewed as glamorous. While there may be moments of visibility and excitement, he stresses that the reality is defined by intense deadlines and late nights.
“The glamour evaporates when you see the hard work behind it,” he says.
However, he argues that what the industry offers in return is unparalleled exposure. Professionals gain a deep understanding of consumer behaviour, business strategy and media dynamics simultaneously. That breadth and depth of experience, he suggests, equips individuals exceptionally well for leadership roles across sectors.
“You understand consumer mindset, business objectives and media strategy together. That width and depth of exposure prepares you better than most roles,” he notes.
On the debate surrounding performance marketing versus long-term brand building, Prasad is unequivocal. Performance marketing may drive short-term growth and help brands reach critical mass, but it cannot substitute sustained brand investment.
He cites the example of Nike, which pivoted heavily towards performance-driven channels around the pandemic period. While the strategy delivered immediate gains, the brand’s long-term positioning came under pressure as newer competitors, such as On Running, strengthened their brand associations and gained market momentum.
“In the short term, performance marketing will help brands grow,” he says. “But if you are not invested in brand building, you will struggle to scale further.”
He points out that even new-age e-commerce players in India, such as Flipkart and Amazon, continue to invest heavily in brand building. Remaining top-of-mind, he argues, is critical for category expansion and sustained growth.
“If you move away from brand building to pure-play performance marketing, you are not doing good service to your brand in the long term,” he adds.
For young professionals entering the industry, Prasad’s advice is simple but emphatic: be curious. He believes curiosity, particularly the habit of asking “why” and “how”, creates far greater long-term value than theoretical knowledge alone.
“Don’t accept anything at face value. Ask why. Ask how,” he says. “That curiosity helps you connect the dots and become a trusted advisor rather than just a theoretical expert.”
On artificial intelligence, his position is firmly pro-adoption. In his view, resisting technological change is neither practical nor productive.
“There is no point resisting technology. You have to adopt it and adapt,” he says. “Adopt and adapt.”
Prasad personally uses conversational AI tools such as Gemini and Perplexity as primary research aids, often turning to them before traditional search engines. While he acknowledges that outputs require verification before critical decisions are made, he sees AI as an accelerator of initial research and insight gathering.
At an organisational level, WPP Media has embedded AI through its WPP Open platform, which integrates multiple large language models. The system leverages first-party and third-party data to deliver recommendations and support client strategy.
“We have fully adopted it,” he says. “There is no benefit in being anti-technology when it can help you ride the wave.”
Ultimately, Prasad believes the future of advertising will be shaped not just by fragmentation or technological acceleration, but by how effectively brands balance innovation with enduring fundamentals. Channels may multiply and tools may evolve, but the core principles of curiosity, adaptability and brand investment remain constant.
