India – JBL, the iconic audio brand under HARMAN, has teamed up with HAVAS India to launch its latest brand campaign, spotlighting individuals who break convention and lead with originality.
Titled ‘First Doesn’t Follow,’ the campaign pays tribute to those who set trends, resist conformity, and make an impact by staying true to their own path.
The initiative builds on JBL’s legacy of more than 75 years in professional and consumer audio, having powered environments from stadiums and cinemas to music festivals and home systems. This latest campaign brings the brand’s forward-thinking ethos to the forefront—not only through technology, but also in its messaging.
At the centre of the campaign are two of JBL’s latest audio products: the JBL Live Beam 3 and the soon-to-be-released JBL Tour Pro 3. Both devices come with a smart charging case featuring a built-in touchscreen, allowing basic control of music, calls, and notifications without the need for an app.
The earbuds also include features such as adaptive noise cancelling, ambient sound adjustment, and personalized audio tuning, aimed at enhancing the overall listening experience.
Speaking about the campaign, Yogesh Nambiar, director of integrated marketing at HARMAN India, said, “At JBL, we’re always asking: What will our next innovation unlock? That spirit of curiosity led us to create the Smart Charging Case—a leap forward in seamless, intelligent audio experiences. As a brand that lives and breathes sound, we connect deeply with those who value authenticity and innovation above all else. This campaign is a salute to the trailblazers—the ones who carve their own path, refuse to blend in, and redefine what it means to lead. Here’s to the firsts. To those who never follow. Only lead.”
The 360-degree campaign was developed as a high-energy, digital-first initiative by Havas Creative India and Havas Media India. Through this effort, JBL positions itself not only as a leader in audio technology but also as a cultural marker for individuality and nonconformity.
Anupama Ramaswamy, joint MD and chief creative officer at Havas Creative India, said, “In a world wired for conformity, true leadership lies in the courage to diverge. Being first isn’t simply about being ahead of the curve; it’s about redefining it. It’s about setting new benchmarks, not chasing old ones. ‘First Doesn’t Follow’ is more than a campaign; it’s a call to those who move on instinct, question accepted norms, and shape culture rather than inherit it.”
“At JBL, we’ve never waited for permission to lead. We’ve trusted the creative pulse of originality over the safety of repetition. This campaign is a celebration of that mindset, a signal to creators, thinkers, and doers who know that the future doesn’t follow, it invents,” Ramaswamy added.
Uday Mohan, chief operating officer at Havas Media India & Havas Play, also shared, “At Havas Media India, we believe powerful stories deserve powerful platforms. With ‘First Doesn’t Follow,’ JBL is inspiring audiences who think independently and live authentically, and we’re amplifying that narrative through a clutter-breaking print strategy that cuts through the noise. This campaign is a bold statement, and our print integration will ensure it reaches trendsetters where their attention truly matters.”
