Harman India launched several marketing campaigns for their JBL brand in India, including a TV, print, outdoor, and digital campaign to promote their new JBL campaign. They also engaged in various retail expansion efforts such as opening franchise stores and store-in-stores. Additionally, Harman conducted training workshops for dealers and implemented in-store branding and signage for retailers carrying JBL products. Their marketing efforts achieved over 100 million impressions and received positive press and product review coverage.

1. Harman India and Intel Semiconductors
Sumit Sonal | 12.05.2013
Selected Accomplishments

2. JBL New Campaign Launch - TVC
The message given out through the ad is that regardless of the source of music, JBL brings it to life for the
listener. The aesthetics have been kept very earthy and organic and the music composed by Rahman
complements it beautifully.

3. JBL New Campaign Launch – Media Plan
1. TV Campaign - 8000 spots running in two bursts
TG Primary: 25-44 M Sec A, Secondary : 15-24 M Sec A
Burst 1: Oct 26th – Nov 15th. Burst 2: Dec 20th – Dec 31st ‘12.
Running on 27 channels
Prime time Vs Non Prime time skew – 80:20
2. Magazine Campaign - 24 Inserts across October, November and December : 5 Double Spreads and 19 Full-page
Color (FPC) inserts.
.

4. JBL New Campaign Launch - Print
Quarter Page Newspaper
Ads
Front Jacket
Newspaper Ad

5.  154 screens with PVR, Cinemax and DT Cinemas across Delhi, Mumbai and Bangalore covering 8 major releases
including 2 major releases – Yash Chopra’s Jab Tak Hai Jaan and Skyfall in 4 weeks.
• Newspaper Ads
Gross Impressions achieved in 15 days – 39.88 Mn
23 Inserts across October and November (before Diwali) in major daily newspapers across Delhi NCR, Bangalore
and Mumbai. This includes 18 quarter page ads on Pg. 01 and 5 Full-page Supplement Jackets
JBL New Campaign Launch

6. PR Coverage – Harman CEO – Mr. Dinesh
Paliwal and AR Rahman on CNBC TV 18

7. PR Coverage – JBL New Campaign

8. Print Innovations - Stuff and What Hi*Fi
Anniversary Editions
Each copy of the Stuff Anniversary edition a 4 page JBL leaflet on new
product launches
Each copy of the What Hi*Fi Anniversary edition carried an 8
page brochure on JBL home, multimedia and personal audio

9. Olympic Edition by JBL – 0.54 mn
gross impressions*
Logo presence across all pages
Double-spread Ad
Product reviews

10. Pune: Nagar RoadDelhi Metro: Central Dome
Mumbai: Juhu
Delhi, Pune and Mumbai OOH
Pune: Kalyani Nagar
45.9 million
impressions
achieved*

11. TV Campaign – Harman/ Kardon ‘Beautiful
Sound’
Harman Kardon Beautiful Sound Commercial ran on India’s premier lifestyle
channel NDTV Goodtimes. A total of 383 spots were aired over 4 weeks from
June 13th to July 10th. The ad was also run as a pre-roll for selected youtube
channels

12. Branded Audio
BA demos at Mahindra (XUV 500) and Fiat (Linea) fitted with custom tuned Harman systems. These
were very well received and in Fiat’s case we demoed a car with the OEM fitted stock system and then
the Harman fitted system. Response was overwhelming.

13. Tech Day @ MSIL

14. BTL Activities
JBL was the sound sponsor at a concert by
Usha Uthup, a popular Indian pop/jazz singer.
The event had an attendance of about 600
people.

15. BTL Activities – Palm Meadows
Palm Meadows is one of the most premium villa communities in Bangalore. It was an excellent avenue to
showcase our range of home audio products to a discerning and brand conscious audience and the
activity generated several leads and some on the spot purchases.
Discount Voucher
Invite
Posters

16. Dealer Meet
JBL launched its distribution partnership with HCL at a grand event attended by the top 100 dealers. It
was an opportunity to showcase the power and oomph of brand. There was a grand unveiling of new
products and a performance by India’s first female rapper, Hard Kaur.

17. BTL – Sponsorship of Bloomberg Auto
Car Awards
JBL was the Sound Partner at the Bloomberg Autocar Awards which is an important event in the auto
industry. Brand visibility through sponsor tags, emailers, print ads, event collaterals, billboards etc.

18. BTL – JBL Youth Engagement
Recruited 20 ‘youth ambassadors’ for JBL from the top 10 colleges in Delhi. Their role is to evangelize the
brand and generate trials/sales for JBL products amongst their peer network. The second month of the activity
was a huge success and created a massive buzz amongst the student community in Delhi.

19. BTL – JBL Youth Engagement
Concluded the JBL Youth Ambassador pilot activity.

20. BTL – JBL Youth Engagement
Recruited 20 ‘youth ambassadors’ for JBL from the top 10 colleges in Delhi. Their role is to evangelize the
brand and generate trials/sales for JBL products amongst their peer network. The first month of the activity was
a huge success and created a massive buzz amongst the student community in Delhi

21. NDTV Gadget Guru Awards
The Kingdom of Dreams Harman Stall
Nalanda platform demoLifestyle and Luxury products on display
JBL was the sound sponsor for the
NDTV Gadget Guru Awards held at the
Kingdom of Dreams. This is the largest
and most credible technology awards in
the country. The event was broadcasted
across three major television channels
and garnered immense publicity for the
brand

22. Café Coffee Day Activation
Kicked off the activation at India’s largest chain
of coffee shops . Café coffee day attracts a large
footfall of people in the 16-21 age group. The top
10 outlets in Bangalore were identified to run
this activity. The look and feel of the campaign
was kept youthful, vibrant and fresh to appeal to
the TG

23. Earth Dance Carnival – Sponsorship
10 hour music festival powered by JBL sound
JBL branding on-site – all staff wearing JBL t-shirts, presence on all collaterals, tickets, POS etc
JBL Tempo giveaways to some members of the audience
Email Blast, SMS Blast and Facebook invites and updates – 500 K gross impressions

24. Retail Footprint Expansion - Bangalore
Franchisee Store Launch
Bangalore’s first exclusive lifestyle showroom was launched.

25. Bangalore Franchisee Store Launch –
Promotion Campaign
To promote the store-launch, a targeted marketing campaign was developed that included cinema ad spots, radio ads, an outdoor
hoarding, branding at the bowling alley in the mall. There was a discount offered to the first 100 customers who made purchases at the
store. The inauguration was attended by key clients, press and Harman India leadership team.
Radio: 434 spots ran over
7 days
Cinema: 1200 spots ran
over a month
Hoarding: High visibility area, next to the mall
where the store is located.
Blu-O Bowling Alley
Branding:
Invite EDM

26. Harman Flagship Store – Mall Branding
Branding at Ambience mall to create curiosity around the impending
launch of the Harman flagship store.

27. Point of Purchase Branding – Reliance
Digital
POP Branding - JBL endcaps installed at Reliance Digital stores in Bangalore.
Reliance Digital is one of the largest consumer electronic chains in India

28. Retail Footprint Expansion
1st store-in-store opened at Croma in Mumbai (Malad). The SIS format has
demonstrated positive correlation to sales. Croma’s sales has seen a 38% spike
within the first two months of opening the first SIS.

29. Retail Footprint Expansion
Two SIS’s installed in Delhi at the Reliance Digital outlets in Ambience
Mall (Gurgaon and Vasant Kunj)

30. Retail Footprint Expansion
2nd store-in-store opened at Croma in
Mumbai (Juhu).
End caps installed at Reliance
Digital, Mumbai (Ghatkopar)

31. Luxury Audio -Training Workshops
(Delhi and Bangalore)
A training workshop for dealers was organized in Delhi and Bangalore. This was followed by a networking
dinner. Training certificates and premium branded merchandise were given to the attendees. Around 50
people participated in both these events.

32. Dealer Signages and In-Store Branding
Shop signages and in-store branding were undertaken for a number of
JBL dealers across the country.

33. Print Advertisements

34. Digital Marketing - Popular Posts

35. PR – Coverage Summary
Product Reviews/Features – 20 stories (print/electronic/digital)
 11 full pages in leading tech magazine AV Max devoted to Harman products including presence on cover page
 Harman Kardon CL headphones labeled ‘Best Buy’ in Digit magazine’s headphone feature
 Zee Business News channel reviewed the JBL Flip on their show Mobiles and Gadgets

36. Product Awards
The JBL OBX and AKG K451 were declared the best products in their
respective categories in What Hi Fi India’s annual awards edition

40. HT Mumbai – Oct 1 – Back Pg Lokmat Samachar– Oct 1 - BP HT Kolkata – Oct 1 – Back Pg
HT Delhi – Sep 30 – Pg 09 Dainik Jagran Sep 30 – Front Pg. Lokmat –Sep 30 Back Pg

41. *All editions

42. Thank you