JBL has announced a collaboration with Warner Bros. Discovery Global Consumer Products India to coincide with the release of Superman, directed by James Gunn, which is set to premiere in cinemas on 11 July.
As part of the partnership, JBL has launched a marketing campaign titled The Sound of Greatness, promoting its Live Series Headphones, True Wireless earbuds, and Soundbars. The campaign highlights the audio experience in the new Superman film.
In 2,000 retail locations across India, JBL will feature Experience Zones and Display Walls that showcase the latest Superman trailer with JBL Soundbars, incorporating Dolby Atmos and MultiBeam technology.
Retail activations will include a customer engagement programme, where participants can win JBL products and official Superman merchandise. The campaign will run across both online and offline retail, supported by co-branded point-of-sale materials and visual displays.
A digital campaign under the hashtag #TheSoundofGreatness invites fans to share what they find powerful about their preferred JBL product. Selected participants will receive cinema tickets for Superman.
“JBL is synonymous with powerful audio that inspires through sound, making them an ideal partner to engage fans around Superman, the original Super Hero who has inspired generations for more than 85 years,” said Vikram Sharma, Group Vice President for APAC, Warner Bros. Discovery Global Consumer Products. “We’re excited for fans to see these two forces coming together for a series of high-performance experiences, promotions, and activations.”
Vikram Kher, Vice President, Lifestyle, HARMAN India, added: “We are excited to collaborate with Warner Bros. Discovery Global Consumer Products India on this iconic partnership as it brings together two powerhouses that boast a decades-long legacy of bringing joy, happiness and inherent goodness to people’s lives. Both brands have redefined how people experience joy—through movies, music, and more. This collaboration allows us to align with pop culture in a meaningful and strategic way, elevating brand perception through premium entertainment while owning a narrative that resonates across generations.”
He continued: “It reinforces JBL as the definitive choice for immersive sound in home & personal entertainment and expands our loyalty base by tapping into the passion and loyalty of Superman fandom across India.”
The partnership highlights the joint presence of DC Studios and Warner Bros. Pictures in the Indian market alongside JBL, which continues to focus on enhancing sound experiences in various entertainment settings.
