Created by Havas Creative India and Havas Media India, the digital-first campaign positions JBL as a brand for trendsetters who lead, not follow.

JBL, the renowned audio brand from HARMAN, has unveiled its latest campaign, ‘First Doesn’t Follow’, celebrating originality, innovation, and those who lead with purpose. The campaign is designed to connect with individuals who set trends, value authenticity, and choose to stand out rather than blend in.

At the heart of the campaign are JBL’s new offerings: the Live Beam 3 and the soon-to-launch Tour Pro 3-both equipped with a Smart Charging Case that features a touchscreen, enabling users to manage music, calls, and notifications without the need for an app.

Developed by Havas Creative India and Havas Media India, the campaign reinforces JBL’s commitment to pushing boundaries in audio technology and culture.

Yogesh Nambiar, Director – Integrated Marketing, HARMAN India, said:

“At JBL, innovation is a mindset. The Smart Charging Case represents our drive to redefine user experiences. This campaign is for the originals-the ones who lead with boldness, never settle, and don’t wait for permission to be first.”

Anupama Ramaswamy, Joint MD and CCO, Havas Creative India, added:

“In a world built around conformity, ‘First Doesn’t Follow’ is a call to those who lead with instinct. It’s not just about being ahead-it’s about reshaping the path entirely.”

Uday Mohan, COO, Havas Media India and Havas Play, said:

“We’re driving this campaign through bold print integrations that speak directly to trendsetters. It’s a statement that resonates with a generation that values voice, choice, and originality.”

With its bold tone and emphasis on individuality, the campaign reflects JBL’s long-standing ethos: leading by innovation, not imitation.