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Havas Creative launches digital campaign for JBL
Mumbai: The US-based audio equipment brand, JBL announced the launch of its wireless (TWS) earbuds Wave 100 with a new digital brand campaign #JBLGoesTopless.
Named after its unique design, the headphone has a stylish topless case having no edges or top cover and a wave-like free-flowing form. The film aims to create awareness about the new product and encourages consumers to explore the sleek and powerful earbuds.
Conceptualised by Havas Creative, the digital film showcases the convenience and the power to stay original and unique. JBL Wave 100 TWS (True Wireless Stereo) is first of its kind product that comes with a topless design. The unique design is a Red Dot Award winner with no edges and a free-flowing finish – similar to the waves of an ocean, said the brand.
Talking about the film, HARMAN India– head of marketing Yogesh Nambiar said, “When it comes to making new inroads into a product segment with cut-throat competition, the choices that a brand makes are crucial to the outcome. With this year’s launch of the JBL Wave 100 TWS, we have taken the top-down approach, quite literally. It features our first ever lidless design in the TWS segment coupled with yet another first, offering two distinct sound modes. We adopted an unprecedented route with the tagline- ‘JBL Goes Topless’. Needless to say, we are thoroughly excited about the campaign and expect to make waves in the category.”
The film depicts a protagonist who uniquely uses the JBL Wave 100 TWS, displaying the coolest moves in the form of waves. The product’s uber-cool topless design and easy-to-use features are showcased through the Pop & Lock dance form- popping it out of the case, fitting it in the ears, and grooving to different sound modes.
Commenting on the creative strategy, Havas Group India, chairman & chief creative officer, Bobby Pawar said, “JBL is creating new ground with its unique product offerings, and we’re proud to be part of it. We wanted to show the product as a mirror of youth, vivid and bold, therefore we gave it a catchy and fresh feel. The idea behind this film was to give individuals access to technology, improve their lives through music, and encourage them to pursue their dreams.”
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
