Brands
JBL brings the power of music to Roblox
Mumbai: JBL opens the doors to JBL Land, a new Roblox world that is built with sound at its core as it invites players to discover, produce and celebrate their personal ‘Sound’. JBL Land welcomes Roblox users and JBL fans to step into a realm where music, gaming, and creativity collide. Unparalleled self-expression through sound adds a new dimension to avatar personalisation and gameplay.
“By launching JBL Land on Roblox, we are giving our community tools for digital self-expression through sound. Not only can players explore the land as they customize their avatars, they can also create their own unique sound identity,” said Daniel Lee, Chief Marketing Officer at JBL. “As our iconic brand steps into the virtual world of Roblox, we embrace new opportunities to further activate brand partnerships and events, and make them accessible to more people. We are thrilled to enter the virtual world of Roblox as we connect with a new generation of audio lovers on new platforms.”
Sound, style & self-expression
JBL Land is designed as a vibrant space where users can play games and earn and discover ‘Soundbytes’. These short snippets of sound – which could be anything from a reggaeton beat to a puppy woof, or the iconic JBL ‘Power-up’ sound, – can be mixed by players to create their own unique tracks. Players can then add their Sounds to the Jukeboxes scattered throughout the land, where they can be discovered and celebrated by others. That way the soundtrack of JBL Land is created by the community, and Jukeboxes serve as mini-stages where everyone gets their spotlight.
The world will also feature a dedicated JBL Shop for in-world merchandise, where players can spend their JBLZ or Robux currencies on exclusive virtual items like headphones and portable speakers for their avatars, further enhancing their Roblox experience.
Games & special seasonal activations
At launch, JBL Land will offer three dynamic games, each crafted to deliver fun, engaging experiences that showcase the power of sound. Players can look forward to exploring these debut games, with more content planned to roll out as JBL Land grows. As part of the launch, JBL is partnering with the creator Robuilds to create a short movie, produced entirely in JBL Land, taking the audience along a sound-filled quest.
Aligning with JBL’s rich history in music and sound, JBL Land will also host special Roblox activations throughout the year including:
1 JBL Snow Party game
2 JBL Tomorrowland activation
3 JBL Music Academy quest
4 Virtual launches of new products
JBL Land opened its doors on 21 February 2024. Get ready to play, create, and connect in a land of musical freedom. For more information about JBL Land and the upcoming events, please visit JBL Land – Roblox
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
