Ad Campaigns
JBL launches its latest ‘Mute The World’ campaign
Mumbai: JBL recently launched its latest digital marketing campaign titled ‘Mute The World’, roping in Indian Premier League 2023 superstars Rinku Singh and Yashasvi Jaiswal. The campaign aims to promote the idea of disregarding unwarranted criticism and instead focus on one’s own life journey, drawing parallels between JBL’s Tour One M2, JBL Live Pro2, JBL Tune Beam & Buds, and JBL Tune 770NC, which effectively drown out unwanted ambient noise.
Conceptualised and executed by Grapes, an integrated communications agency, the campaign salutes the grit, resilience, and hard work of the two Indian southpaws. Rinku and Yashasvi who come from humble backgrounds, scripted a phenomenal performance this IPL emerging as perhaps the two breakout stars of this season. Their story resonates with JBL’s proposition of “Mute the World” drowning out any unwanted noise (criticism at the hand of trollers, ex-players, and internet experts in the case of these players) acting as a deterrent in the realization of one’s strength and caliber.
The campaign consists of two separate films featuring Rinku Singh and Yashasvi Jaiswal that have been rolled out across social media platforms for driving amplification of the film.
Commenting on the campaign, JBL India head of digital Akhil Sethi said, “JBL has always celebrated success stories. Despite facing significant backlash, the resilience shown by the two cricketers, Rinku Singh and Yashasvi Jaiswal, is a moment of reckoning. Their ability to rise above criticism serves as an inspiration for others, encouraging them not to be deterred by negative comments. In line with this, we have chosen to collaborate with these two athletes to amplify our ‘Mute The World’ campaign.”
Sharing her insights into the campaign, Grapes co-founder & CEO Shradha Agarwal said, “It was a great experience working for the campaign as it pushed us to ingeniously integrate the assets of the cricket personalities, and brand to underscore the core messaging of JBL. We wanted to breathe a fresh perspective into the already established ‘Mute the World’ property of the brand. Hence, we metaphorically depicted the message of muzzling the outside noise that helps in recognizing and harnessing the positive energy within, for emerging with flying colors in the end.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
