Audio and infotainment solutions major, Harman International has roped in music maestro AR Rehman as JBL’s brand ambassador for India.
Dinesh Paliwal, Chairman, President and CEO of Harman announced at a press conference in Mumbai that AR Rehman will be part of its ‘Hear the truth’ campaign. He said, “Through the campaign, our mission is to ensure that the musical integrity of quality musicians like AR Rehman are faithfully recreated through JBL products.”
The company also announced that it will establish a scholarship with the Academy award winning music composer for budding musicians.
JBL will carry the ‘Hear the truth’ tagline with its branding and will launch an aggressive print and TV-based advertising campaign highlighting ‘How AR Rehman listens to AR Rehman’. The company has allocated between $50-100 million (Rs 250-500 crore) for these efforts and for development of products.