HARMAN, the premium global audio and infotainment group, announced today that Indian film composer, record producer, musician, singer and philanthropist AR Rahman will serve as India Brand Ambassador for JBL by Harman’s “Hear the truth” - a multi-year campaign featuring an evolving roster of top international musicians who want their fans to listen to music as it was intended to be heard. Described as the world’s most prominent and prolific music composer of recent times, A. R. Rahman will feature in the campaign highlighting “How AR Rahman listens to AR Rahman”. The campaign is directed toward exciting music lovers across the world, while showcasing the fact that the greatest performers in the world trust JBL®.
AR Rahman joins a legendary assortment of musical icons revered across the world, ranging from the USA’s GRAMMY® Award-winning rock band Maroon 5, multi-platinum rock band Styx and rock legends of the 80’s, Night Ranger to China’s ‘King of Pop’ Liu Huan.
In the coming weeks and months, HARMAN will launch advertising social media engagement and more intended to challenge listeners to “Hear the truth” in a campaign designed to resonate with JBL’s long-time fans and music lovers through the artists and songs they adore. Musicians across varied genres around the world will be featured throughout this multi-year campaign.
During the course of the campaign, JBL will utilize social media channels to share unique behind-the-scenes video content with the featured artists. These engaging clips will showcase the commitment, artistry and vision that the musicians bring to their craft so listeners and fans alike can “Hear the truth.” HARMAN will also re-launch the JBL website and introduce expanded e-commerce and multilingual capabilities.
“We are delighted that this international icon, AR Rahman, is joining JBL’s ‘Hear the truth’ campaign,” said Dinesh C. Paliwal, Chairman, President and CEO of HARMAN. “The campaign is headlined by world-class musicians and AR Rahman brings with him the talent, zeal and love for music and quality sound which we, at HARMAN, deem a necessity. The JBL brand is renowned worldwide by musicians and sound engineers for its quality sound, and our mission is to ensure their musical integrity is faithfully recreated through JBL products.”
“The ‘Hear the truth’ message from JBL is what I strive to achieve every day and I am proud to be part of this campaign,” said AR Rahman. “I’m very fortunate to have passionate fans who expect exciting music from me – and I sincerely believe music should be heard the way every musician intends the audience to experience it. For me, that means it should be heard on JBL equipment.”
The JBL heritage reaches back more than 60 years and the brand is a leader in developing audio equipment to maximize music for the digital area, developing iPad, iPhone and iPod speakers for the home and office, premium after-market sound systems for car audio enthusiasts and ground-breaking loudspeakers for home theaters and audiophiles.
“We welcome AR Rahman into our fold and are indeed ecstatic that he is now part of our JBL by HARMAN campaign,” said M. Lakshminarayan, Managing Director, Harman International (India) Pvt. Ltd. It is a terrific endorsement to have a great composer join us in promoting the true meaning of quality sound, and we look forward to encouraging people the world over to hear music the way it was intended to be heard.”