Havas Creative collabs with JBL® for #JBLGOESTOPLESS campaign to introduce its new Wave 100 TWS

Havas Creative launches digital campaign for JBL ® Wave 100 TWS - “POP IT. FIT IT. GROOVE IT”

JBL announces the launch of new true wireless (TWS) earbuds Wave 100 with a new digital brand campaign#JBLGOESTOPLESS. Named after its unique design, the headphone has an uber-cool look with 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 modern, sleek, stylish, 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 is first of its kind product that comes with a topless design. The unique topless design is a Red Dot Award winner with no edges and a free-flowing finish – similar to the waves of an ocean!

The Wave 100 TWS is the perfect companion, as it comes with a powerful 20-hour battery life and Dual EQ, two JBL distinctive sound styles for your various moods. With the touch of a bud, you can choose between two sound modes and control your device’s voice assistant.

Talking about the film, Yogesh Nambiar – Head of Marketing at HARMAN India, 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. We hope that music lovers will pop it, fit it, and groove with it.”

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. So, POP IT. FIT IT. GROOVE IT. Because there’s no stopping with the new WAVE 100 TWS #JBLGOESTOPLESS.

Commenting on the creative strategy, Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India, 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.”

Have a look at the campaign.


Agency: Havas Creative  

Chairman & Chief Creative Officer – Bobby Pawar
Chief Client Officer & Managing Partner – West & South Arindam Sengupta

Executive Creative Director – Ashirwad Mhatre

Creative Director – Ajinkya Bane
Associate Creative Director
 – Gazal Jain

Senior Vice President (Account Management) – Kunal Solanki

Associate Vice President (Account Management) – Ganesh Hegde

Account Director – Leanne Alvares

Senior Copywriter – Jyotsna Mohanty

Senior Art Director – Swapnil Chaughule
Account Manager – Valencia Barretto

Production House – Snowball Production House

Director – Adarsh Menon

Producer – Mayur Goel

Leave a Reply

Your email address will not be published. Required fields are marked *

two + 5 =