JBL celebrates originals with ‘First Doesn’t Follow’ campaign

HARMAN's audio brand JBL has introduced its new campaign, 'First Doesn't Follow', which takes note of its innovation and leadership in the audio space. The campaign is directed at trendsetters who prefer uniqueness rather than conformity.

JBL's new products:

The Live Beam 3 and the soon-to-be-launched Tour Pro 3, both will come with a Smart Charging Case featuring a touchscreen to manage music, calls, and notifications without an app.

The Creators

The digital-first campaign ‘First Doesn’t Follow’ was created by Havas Creative India and Havas Media India. It aims to position JBL as a brand for people who prefer to stand out.

About the Campaign

Have a look at the ad campaign here:

https://youtu.be/6l70qUwhqR0?t=6

Yogesh Nambiar,Director, Integrated Marketing, HARMAN India, said, “At JBL, we’re always asking: What will our next innovation unlock? That curiosity was what drove us to develop the Smart Charging Case—a step ahead in effortless, intelligent sound. Being a company that is all about sound, we resonate with those who believe in the art of originality and creativity above everything else. This campaign is an ode to the pioneers—the ones who set their own course, refuse to conform, and create new ways of leading. Here's to the firsts. To those who never obey. Only lead.
Anupama Ramaswamy, co-MD and Chief Creative Officer, Havas Creative India, contributed her own philosophy on the campaign's approach, and said, "In a world wired for conformity, real leadership is about the audacity to differ. Being first isn't just about being ahead of the curve; it's about redefining it. It's about creating new benchmarks, not pursuing old ones.". 

The Ideology

'First Doesn't Follow' is not just a campaign, it's a rallying cry for those who forge ahead on instinct, challenge conventional norms, and create culture instead of inheriting it.
With ‘First Doesn’t Follow,’ JBL inspires its listeners who think independently and live authentically. With this, JBL is amplifying that narrative through a clutter-breaking print strategy that cuts through the noise. This campaign is a bold statement, and JBL’s print integration will ensure it reaches trendsetters where their attention truly matters.

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