Described by many as the world’s most prominent and prolific music composer of recent times, Indian music icon AR Rahman is teaming up with HARMAN to promote the company’s popular JBL brand and its ‘Hear the truth’ campign. The campaign is directed toward exciting music lovers across the world, while showcasing some of the greatest performers in the world who trust their sound to JBL. The addition of AR Rahman as brand ambassador follows the earlier announcement of a legendary assortment of musical icons to kick off the campaign, 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.
The new relationship was announced early this month during an invitation-only event at Mumbai’s luxurious ITC Grand Central Hotel. Participants included HARMAN, JBL and AR Rahman fans, all on hand to celebrate the campaign launch and enjoy the artist’s legendary music. HARMAN Chairman, President and CEO Dinesh Paliwal (left) and other HARMAN executives welcomed guests.
“We are delighted that yet another international icon, AR Rahman, is joining JBL’s ‘Hear the truth’ campaign,” said Paliwal. "The JBL brand is renowned worldwide by musicians and sound engineers for its quality sound and faithful reproduction, 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.”
In the coming weeks and months, HARMAN will launch global advertising, social media and other initiatives 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.
Among the campaign features, 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 to open new collaborative opportunities with customers around world.
The JBL heritage reaches back more than 60 years and the brand, itself the winner of a coveted Technical GRAMMY® Award, is a leader in developing audio equipment to maximize music for the digital arena. The unit develops and markets iPad, iPhone and iPod speakers for the home and office, premium after-market sound systems for car audio enthusiasts and ground-breaking systems for home theaters and audiophiles.
“We welcome AR Rahman into our fold and are indeed ecstatic that he is now part of our ‘Hear the truth’ campaign,” said M. Lakshminarayan, Managing Director for HARMAN in India. It is a terrific endorsement to have this 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.”
AR Rahman Online