Retail and digital activations across India promote JBL’s latest audio tech alongside the iconic superhero.

JBL has launched a new campaign titled “The Sound of Greatness”, in collaboration with Warner Bros. Discovery Global Consumer Products India, ahead of the upcoming release of Superman, directed by James Gunn, which hits theatres on July 11.

The campaign spotlights JBL’s Live Series Headphones, True Wireless Earbuds, and Soundbars, positioning the brand at the intersection of premium audio and pop culture.

As part of the initiative, JBL has set up Experience Zones in 2,000 retail locations across India. These feature display walls where visitors can watch the Superman trailer with immersive audio powered by JBL Soundbars, equipped with Dolby Atmos and MultiBeam technology.

A retail activation program includes a points-based reward system, offering customers a chance to win JBL productsand official Superman merchandise. The campaign also integrates co-branded in-store displays, visual merchandise, and promotional tie-ins both online and offline.

On social media, the campaign uses the hashtag #TheSoundofGreatness, encouraging fans to share what they love about JBL. Winners will receive free movie tickets to see Superman.

“This collaboration unites two legendary brands rooted in joy, storytelling, and inspiration,” said Vikram Kher, VP – Lifestyle, HARMAN India. “It reinforces JBL as the go-to for immersive sound while tapping into the passion of Superman fans across India.”

“JBL’s powerful audio is the perfect partner to amplify Superman’s legacy,” added Vikram Sharma, Group VP – APAC, Warner Bros. Discovery.

The partnership celebrates JBL’s legacy in audio innovation while expanding its reach through one of pop culture’s most enduring heroes.