Conceptualised by the agency Grapes, the advertisement clips with the cricketers start off by showing the demeanour and criticism the cricketers face before becoming famous. The young cricketers then put on JBL headphones and proclaim ‘Champions mute the trolls,’ ‘Champions mute the critics,’ and ‘Champions mute the world.’
According to an official statement, the initiative seeks to spread the notion of ignoring unjustified criticism and concentrating on one’s own life path by drawing comparisons to JBL products, which efficiently block out undesirable ambient noise.
The ad films, featuring Singh and Jaiswal, have been pushed on social media.
Akhil Sethi, Head of Digital, JBL India, said, “JBL has always celebrated success stories. Despite facing significant backlash, the resilience shown by the two cricketers, Rinku Singh and Yashasvi Jaiswal, is a moment of reckoning. Their ability to rise above criticism serves as an inspiration for others, encouraging them not to be deterred by negative comments. In line with this, we have chosen to collaborate with these two athletes to amplify our ‘Mute The World’ campaign.”
Shradha Agarwal, Co-founder and CEO, Grapes, said, “It was a great experience working for the campaign as it pushed us to ingeniously integrate the assets of the cricket personalities, and brand to underscore the core messaging of JBL. We wanted to breathe a fresh perspective into the already established ‘Mute the World’ property of the brand. Hence, we metaphorically depicted the message of muzzling the outside noise that helps in recognising and harnessing the positive energy within, for emerging with flying colors in the end.”