India – JBL India has introduced a new digital campaign titled ‘Fighting For The Right Voices’, featuring New Zealand cricketers Daryl Mitchell and Glenn Phillips. The campaign coincides with the ongoing cricket season and focuses on themes of mental resilience and managing external pressure.
Set against the backdrop of international cricket, the initiative draws parallels between the intensity of the sport and the broader challenge of overcoming doubt, expectation, and distraction. Through a digital film, the campaign portrays the athletes’ experiences and the idea of “letting their game do the talking”, reflecting the brand’s emphasis on self-expression.
The narrative centres on the pressures faced by professional athletes competing before large audiences, highlighting how belief, resilience, and self-trust can influence performance amid criticism and scrutiny.
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Archit Chenoy, CEO of RepIndia, said, “We believe the most powerful ideas are born at the intersection of culture, data, and human truth. With ‘Fighting For The Right Voices,’ we wanted to tell a story that goes beyond cricket and taps into something deeply personal – the inner voices athletes carry with them.’
Archit added, “Daryl and Glenn’s journeys embody resilience, individuality, and the courage to rise above external noise. This film reflects JBL’s philosophy and our shared belief in creating work that doesn’t just get seen, but gets felt.”
Moreover, Akhil Sethi, head of digital marketing at HARMAN India, added, “‘Fighting For The Right Voices’ brings that belief to life by spotlighting athletes who have overcome doubt, expectation, and personal battles to find their voice on the global stage. This campaign reflects our commitment to inspiring a generation to embrace who they truly are.”
