JBL, a premium audio brand, has collaborated with VDO.AI and Havas Media India to roll out an innovative connected TV (CTV) campaign to announce its new product, the JBL Live Beam 3 wireless earbuds. The campaign coincided with the Diwali festive season, redefining the nature of brand interaction with consumers in their living room and the resulting passive view into active shopping experiences.

Technology and festive engagement

The festive season in India and the Diwali season in particular have been a consumer battleground. As families come together around the screens and shopping interest reaches its highest point, brands are always looking to do something that is new and unique to them. The recent campaign by JBL does exactly that by using a CTV technology that is proprietary to VDO.AI to provide the customer with a seamless discovery-to-purchase experience.

Instead of using the conventional TV advertisement, the campaign comes with a QR code wrapper where the audience can scan and make purchases on the same screens. This frictionless experience transforms the television into a showroom and a storefront and allows one to quickly explore and buy the JBL Live Beam 3 earbuds.

The core of this project is the advanced ad suite developed by VDO.AI that drives the interactive part of the campaign. The technology allows brands to create dynamic, clickable engagements in CTV environments and allows storytelling not just to be a visual experience but also an actionable one. In the case of JBL, this will be demonstrating product functionality in a manner that evokes interest and leads to a purchase, all from the comfort of the home of viewer.

The head of Digital Marketing, Harman India Consumer Audio, Akhil Sethi, said, “At JBL, innovation has always been at the core of our brand. With the JBL Live Beam 3 earbuds, we’re turning sound into a truly immersive experience. At JBL, we’ve reimagined how festive product campaigns can come to life. Partnering with Havas Media India and VDO.AI, we’re leveraging immersive CTV formats that turn awareness into interaction and curiosity into action. As CTV emerges as the new living-room prime time, this campaign provides the perfect stage to showcase our latest innovation and strengthen our festive season connect with consumers.”

Quotation Source: News Patrolling  

Rise of CTV and strategic collaboration

In India, connected TV is gaining momentum due to the growth in the number of smart televisions and the emergence of OTTs. In the case of brands such as JBL, the transition opens the door to shift beyond awareness and proceed into the direct response domain. By commercializing content, JBL is tapping into a new paradigm where the story is the source of sales and screens are the portals to action.

JBL, VDO.AI, and Havas Media India are the three key actors that have worked strategically to come up with the campaign. Each of them has a unique advantage, such as JBL in its ability to innovate products and brand equity, VDO.AI in its technology-based advertisement solutions, and Havas Media India in its understanding of consumer behavior and media planning.

The campaign is being run in the premium CTV space and is aimed at households in big cities, such as Delhi, Mumbai, Bengaluru, Hyderabad, Chennai, Kolkata, Pune, Ahmedabad, and Cochin. This geographical distribution will be a certainty, as the festive message delivered by JBL will fall into the hands of a diverse and digitally active audience.

The uniqueness of this campaign is its capability to break the consumer experience. Historically, television advertisement has been a unidirectional traffic; the brands are on the air, and the audience watches. JBL reverses this model in its campaign by requesting viewers to join. Consumers can instantly obtain product information, view demos, and purchase products with a mere scan of the QR code.

The CEO and Co-founder of VDO.AI, Amitt Sharma, said, “At VDO.AI, we’ve been helping brands cut through the clutter on CTV by turning passive viewing into active engagement. With JBL, we see a powerful opportunity to carve a distinct niche for a brand that already stands for premium experiences. Our advertising technology transforms traditional video into interactive journeys, ensuring viewers don’t just watch JBL’s latest product but truly connect with it. Campaigns like this represent the future of advertising, where discovery becomes immersive and brand experiences are curated, not consumed.”

The Chief Digital Officer of Havas Media India, Rohan Chincholi, said, “We are excited to partner with JBL and VDO.AI to create a campaign that elevates consumer engagement during the festive season. CTV is fast emerging as a prime platform for reaching high-intent, tech-savvy households, and this campaign demonstrates how creativity, advertising technology, and premium storytelling can work together to deliver impact.”

Quotations Source: News Patrolling  

Conclusion

The collaboration between JBL and VDO.AI, and Havas Media India is not just a Christmas program; it is a roadmap to the future of brand interactions. The initiative blends immersive storytelling and interactive technology to introduce a new level of how consumer electronics can be promoted in the digital-first world. The Diwali push by JBL not only features its newest innovation but also illustrates how brands can use cultural moments as conversion opportunities. This way, it reinvents festive storytelling for the connected generation.