JBL India highlights role of music in regional festivals in latest campaign

New Delhi, India — JBL India, in collaboration with creative agency RepIndia, has launched new “#SoundOfCelebrations” campaign, highlighting the role of music in various regional festivals across India, featuring a central anthem and a corresponding film.

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The campaign’s anthem was produced by Sez on the Beat and features a collective of artists from different parts of the country, including MC Couper for Onam in Kerala, MC Gawthi for Ganesh Chaturthi in Maharashtra, Sanjeeta Bhattacharya for Pujo in West Bengal, and Shreya Jain, who represents Diwali with a pan-India appeal.

Yogesh Nambiar, director of integrated marketing for HARMAN India shared, “At JBL, we believe sound is the soul of any celebration.” He also added that every year, the goal for the campaign is to create one that ‘felt truly authentic to the festive spirit across India’.

“It’s about that moment you hear the first beat of percussion and you just know the festival has begun. Working with Sez and this group of incredible artists was about capturing that energy. We hope this anthem gives everyone a track that feels like home, no matter how they celebrate.” Yogesh stated. 

On the other hand, Archit Chenoy, CEO of RepIndia, provided insights on the campaign’s digital strategy, stating, “When we set out to create #SoundOfCelebrations, our goal was to tap into the beating heart of how India celebrates today: through music and digital storytelling.”

Archit also elaborated that with over 327 million users and 22% reels driving on Instagram, it became the ‘most powerful stage’ for their campaign, “Festival-specific edits have been designed to thrive on Instagram, fueling shares, saves, and conversations while also amplifying the voices of the regional artists we collaborated with. By anchoring the campaign on Instagram, we aren’t just showcasing music, we are creating moments of cultural connection that lives natively on the platform, building an emotional bridge between JBL and the rhythms of India’s biggest celebrations.”