Brands
83 per cent of Indians crave AI-powered, emotionally driven music experiences
Mumbai: JBL announced the findings of its annual World Music Day survey conducted on the occasion of Make Music Day, celebrated each year on June 21st. The third edition of this survey was conducted with 1,269 respondents from Gen Z and millennials in India. The survey underscores the growing appetite for AI-powered music exploration and personalised experiences within this tech-savvy demographic.
An overwhelming 85 per cent of respondents believe that music transcends cultural boundaries and unites people globally. This desire for global connection is further fueled by the high interest (83 per cent) in AI-powered music exploration. Respondents are eager to leverage AI to discover music from different cultures and languages.
More than half (52 per cent) of the respondents attribute music’s allure to its ability to evoke strong emotions and its ability to take one back to another place or time. This emotional connection underscores the rising demand for AI tools that facilitate cross-cultural discovery and personalized listening experiences.
The survey highlights a notable leap in the adoption of AI-enabled audio devices, with 54 per cent of users embracing this technology. This trend underscores the growing popularity of AI in enhancing music consumption experiences. Nearly half (43 per cent) respondents appreciate features like intelligent playlist curation and automatic audio optimization. When asked which feature would most improve their experience with diverse music, respondents were clear.
Personalised recommendations based on preferences were the top choice (33 per cent), followed closely by cross-language song identification (30 per cent). These findings highlight the user desire for AI assistants that understand their tastes and can navigate the world of multilingual music.
While users are enthusiastic about AI-enabled audio devices, they also identify key areas for improvement. Almost 30 per cent of respondents seek better voice recognition accuracy, and 20 per cent desire more engaging and interactive experiences. These insights highlight opportunities for brands to refine AI’s audio skills, aiming to deliver unparalleled performance and user satisfaction. Additionally, almost 30 per cent of users have crowned AI-powered Bluetooth speakers as their favourite device for amplifying their listening experiences.
“On this World Music Day, we celebrate the universal language of music and reaffirm our dedication to developing innovative audio solutions that not only deliver exceptional sound quality but also contribute to the rich tapestry of musical diversity. We are committed to leveraging cutting-edge AI technologies to enhance the listening experience, making it more personalized, immersive, and culturally inclusive. JBL will continue to push the boundaries of audio technology, ensuring that our devices serve as a bridge that connects people through the power of music, regardless of their cultural background or language”. said HARMAN India vice president, lifestyle Vikram Kher.
JBL’s AI-driven audio devices are at the forefront of this technological evolution. By integrating advanced AI capabilities into their audio products, JBL offers users an unparalleled listening experience. JBL’s commitment to innovation ensures that their products not only provide exceptional sound quality but also foster a deeper connection between listeners and diverse musical cultures. This approach positions JBL as a leader in the audio technology space, continuously advancing the way people experience music through AI.
This year’s survey highlights a growing trend towards multilingual music experiences in India. Beyond the widely spoken Hindi and English, Punjabi (41 per cent) emerges as the most popular music language followed by Tamil (22 per cent), highlighting the linguistic diversity of India’s music scene; followed by K-pop (14 per cent). This showcases the potential for AI to help users navigate and celebrate global music diversity.
Survey Methodology-
JBL conducted a nationwide online survey of 1,269 individuals aged 18 and above across India.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
