Ad Campaigns
JBL’s “Tune into your sound” campaign celebrates World Music Day
Mumbai: JBL launches their latest campaign, ‘Tune Into Your Sound’, to celebrate the spirit of self-expression through music on account of World Music Day. On the musical occasion, the leading audio technology company has also unveiled their new Tune Series of True Wireless Headphones with the JBL Tune Buds and JBL Tune Beams.
Conceptualised and executed by Grapes, an integrated communications agency, the campaign roped in prominent names from the music industry like Armaan Malik, Srushti Tawde and Monali Thakur. They brought to life the spirited lyrics created by JBL, through different tunes and music genres in their individual styles.
The campaign also invited music enthusiasts from across the country to share their unique renditions of the same, making the entire music community buzz with different melodies to the same words on World Music Day.
Commenting on the campaign and the new Tune series, JBL India head of digital Akhil Sethi said, “JBL has always believed that their consumers deserve the best quality sound to experience their favourite music in all its glory. With our new Tune series, these beliefs are further cemented with the product’s proposition of ‘Tune Into Perfect Sound’. Through the social media campaign, we wanted to convey a simple message that no matter what genre you’re into, at the end of the day it all boils down to celebrating your love for music and celebrating every TUNE.”
Sharing her insights into the campaign, Grapes co-founder & CEO Shradha Agarwal said, “Music has always been a universal language, but with the ‘Tune Into Your Sound’ campaign, we wanted to celebrate people’s artistic diversity while being a part of a thriving community. We believe that by conveying this message, we can foster a deeper appreciation for the power of music and the transformative experiences it can offer.”
The campaign is a testament to the art of tuning into the perfect sound and celebrates the ability of music to transcend boundaries and invites listeners on a captivating journey through various genres.
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.
