Harman India and Intel SemiconductorsSumit Sonal | 12.05.2013Selected Accomplishments
JBL New Campaign Launch - TVCThe message given out through the ad is that regardless of the source of music, JBL brings it to life for thelistener. The aesthetics have been kept very earthy and organic and the music composed by Rahmancomplements it beautifully.
JBL New Campaign Launch – Media Plan1. TV Campaign - 8000 spots running in two burstsTG Primary: 25-44 M Sec A, Secondary : 15-24 M Sec ABurst 1: Oct 26th – Nov 15th. Burst 2: Dec 20th – Dec 31st ‘12.Running on 27 channelsPrime time Vs Non Prime time skew – 80:202. Magazine Campaign - 24 Inserts across October, November and December : 5 Double Spreads and 19 Full-pageColor (FPC) inserts..
JBL New Campaign Launch - PrintQuarter Page NewspaperAdsFront JacketNewspaper Ad
154 screens with PVR, Cinemax and DT Cinemas across Delhi, Mumbai and Bangalore covering 8 major releasesincluding 2 major releases – Yash Chopra’s Jab Tak Hai Jaan and Skyfall in 4 weeks.• Newspaper AdsGross Impressions achieved in 15 days – 39.88 Mn23 Inserts across October and November (before Diwali) in major daily newspapers across Delhi NCR, Bangaloreand Mumbai. This includes 18 quarter page ads on Pg. 01 and 5 Full-page Supplement JacketsJBL New Campaign Launch
PR Coverage – Harman CEO – Mr. DineshPaliwal and AR Rahman on CNBC TV 18
Print Innovations - Stuff and What Hi*FiAnniversary EditionsEach copy of the Stuff Anniversary edition a 4 page JBL leaflet on newproduct launchesEach copy of the What Hi*Fi Anniversary edition carried an 8page brochure on JBL home, multimedia and personal audio
Olympic Edition by JBL – 0.54 mngross impressions*Logo presence across all pagesDouble-spread AdProduct reviews
Pune: Nagar RoadDelhi Metro: Central DomeMumbai: JuhuDelhi, Pune and Mumbai OOHPune: Kalyani Nagar45.9 millionimpressionsachieved*
TV Campaign – Harman/ Kardon ‘BeautifulSound’Harman Kardon Beautiful Sound Commercial ran on India’s premier lifestylechannel NDTV Goodtimes. A total of 383 spots were aired over 4 weeks fromJune 13th to July 10th. The ad was also run as a pre-roll for selected youtubechannels
Branded AudioBA demos at Mahindra (XUV 500) and Fiat (Linea) fitted with custom tuned Harman systems. Thesewere very well received and in Fiat’s case we demoed a car with the OEM fitted stock system and thenthe Harman fitted system. Response was overwhelming.
BTL ActivitiesJBL was the sound sponsor at a concert byUsha Uthup, a popular Indian pop/jazz singer.The event had an attendance of about 600people.
BTL Activities – Palm MeadowsPalm Meadows is one of the most premium villa communities in Bangalore. It was an excellent avenue toshowcase our range of home audio products to a discerning and brand conscious audience and theactivity generated several leads and some on the spot purchases.Discount VoucherInvitePosters
Dealer MeetJBL launched its distribution partnership with HCL at a grand event attended by the top 100 dealers. Itwas an opportunity to showcase the power and oomph of brand. There was a grand unveiling of newproducts and a performance by India’s first female rapper, Hard Kaur.
BTL – Sponsorship of Bloomberg AutoCar AwardsJBL was the Sound Partner at the Bloomberg Autocar Awards which is an important event in the autoindustry. Brand visibility through sponsor tags, emailers, print ads, event collaterals, billboards etc.
BTL – JBL Youth EngagementRecruited 20 ‘youth ambassadors’ for JBL from the top 10 colleges in Delhi. Their role is to evangelize thebrand and generate trials/sales for JBL products amongst their peer network. The second month of the activitywas a huge success and created a massive buzz amongst the student community in Delhi.
BTL – JBL Youth EngagementConcluded the JBL Youth Ambassador pilot activity.
BTL – JBL Youth EngagementRecruited 20 ‘youth ambassadors’ for JBL from the top 10 colleges in Delhi. Their role is to evangelize thebrand and generate trials/sales for JBL products amongst their peer network. The first month of the activity wasa huge success and created a massive buzz amongst the student community in Delhi
NDTV Gadget Guru AwardsThe Kingdom of Dreams Harman StallNalanda platform demoLifestyle and Luxury products on displayJBL was the sound sponsor for theNDTV Gadget Guru Awards held at theKingdom of Dreams. This is the largestand most credible technology awards inthe country. The event was broadcastedacross three major television channelsand garnered immense publicity for thebrand
Café Coffee Day ActivationKicked off the activation at India’s largest chainof coffee shops . Café coffee day attracts a largefootfall of people in the 16-21 age group. The top10 outlets in Bangalore were identified to runthis activity. The look and feel of the campaignwas kept youthful, vibrant and fresh to appeal tothe TG
Earth Dance Carnival – Sponsorship10 hour music festival powered by JBL soundJBL branding on-site – all staff wearing JBL t-shirts, presence on all collaterals, tickets, POS etcJBL Tempo giveaways to some members of the audienceEmail Blast, SMS Blast and Facebook invites and updates – 500 K gross impressions
Retail Footprint Expansion - BangaloreFranchisee Store LaunchBangalore’s first exclusive lifestyle showroom was launched.
Bangalore Franchisee Store Launch –Promotion CampaignTo promote the store-launch, a targeted marketing campaign was developed that included cinema ad spots, radio ads, an outdoorhoarding, branding at the bowling alley in the mall. There was a discount offered to the first 100 customers who made purchases at thestore. The inauguration was attended by key clients, press and Harman India leadership team.Radio: 434 spots ran over7 daysCinema: 1200 spots ranover a monthHoarding: High visibility area, next to the mallwhere the store is located.Blu-O Bowling AlleyBranding:Invite EDM
Harman Flagship Store – Mall BrandingBranding at Ambience mall to create curiosity around the impendinglaunch of the Harman flagship store.
Point of Purchase Branding – RelianceDigitalPOP Branding - JBL endcaps installed at Reliance Digital stores in Bangalore.Reliance Digital is one of the largest consumer electronic chains in India
Retail Footprint Expansion1st store-in-store opened at Croma in Mumbai (Malad). The SIS format hasdemonstrated positive correlation to sales. Croma’s sales has seen a 38% spikewithin the first two months of opening the first SIS.
Retail Footprint ExpansionTwo SIS’s installed in Delhi at the Reliance Digital outlets in AmbienceMall (Gurgaon and Vasant Kunj)
Retail Footprint Expansion2nd store-in-store opened at Croma inMumbai (Juhu).End caps installed at RelianceDigital, Mumbai (Ghatkopar)
Luxury Audio -Training Workshops(Delhi and Bangalore)A training workshop for dealers was organized in Delhi and Bangalore. This was followed by a networkingdinner. Training certificates and premium branded merchandise were given to the attendees. Around 50people participated in both these events.
Dealer Signages and In-Store BrandingShop signages and in-store branding were undertaken for a number ofJBL dealers across the country.
PR – Coverage SummaryProduct Reviews/Features – 20 stories (print/electronic/digital) 11 full pages in leading tech magazine AV Max devoted to Harman products including presence on cover page Harman Kardon CL headphones labeled ‘Best Buy’ in Digit magazine’s headphone feature Zee Business News channel reviewed the JBL Flip on their show Mobiles and Gadgets
Product AwardsThe JBL OBX and AKG K451 were declared the best products in theirrespective categories in What Hi Fi India’s annual awards edition
HT Mumbai – Oct 1 – Back Pg Lokmat Samachar– Oct 1 - BP HT Kolkata – Oct 1 – Back PgHT Delhi – Sep 30 – Pg 09 Dainik Jagran Sep 30 – Front Pg. Lokmat –Sep 30 Back Pg