JBL appoints Makani Creatives as its Creative AoR

The agency will roll out campaigns in sync with the brand thought process - 'Just Be Loud'.

JBL, an American audio electronics company currently owned by Harman International, has appointed Makani Creatives as its creative agency. The development comes close to the company' decision of deployment of major funds to step up marketing activities and ramp up technology.

JBL has recently launched an ad campaign with Arjun Kapoor and Parineeti Chopra in order to target the youth and engage the users by launching a music video with them. Kookie Gulati from SOBO films created the music video and coined it as 'Just Be Loud', further to which came Makani Creatives to take on its 360 degree campaign.

Makani Creatives will roll out campaigns in sync with the brand thought process - Just Be Loud.

Sahil Sani, director, JBL, says, "JBL has been a key force in developing independent divisions for audio equipment for consumer home market and professional equipment for studio, installed sounds, tour sound, portable sound (production and DJ) and cinema markets. Over the last few years, we have managed to make our presence felt in most sound and audio sectors."

"Our key focus now, is to increase the reach and awareness, and build on our strength as a preferred choice for end-consumers. In order to meet this objective, we are thrilled to partner with Makani Creatives as our brand agency. With them on board, we are now gearing up for the new brand identity - 'Just Be Loud' and innovative marketing campaigns in the near future. We chose Makani Creatives for their clear understanding of our brand, proven record for delivering some of the most successful ad campaigns and focus on delivering business results", Sani adds.

Sameer Makani, MD, Makani Creatives, comments, ''JBL is a young and dynamic brand which has revolutionized the audio category, that being of head phones, headsets and bluetooth speakers. We were very charged by this proposition and that lead to a fine campaign we presented to JBL. In fact, they were quite impressed and that's how we bagged their luxury division, Harman Kardon as well. The first set of work for JBL will be out shortly and I am sure that this will be one of the first steps of a successful journey together, we intend to take with this brand."