JBL’s ‘First Doesn’t Follow’ campaign celebrates originals

JBL, the audio brand from HARMAN, has launched its new campaign, ‘First Doesn’t Follow’, highlighting its focus on innovation and leadership in audio. The campaign targets people who set trends and prefer individuality over conformity.

The campaign highlights JBL’s latest products: the Live Beam 3 and the upcoming Tour Pro 3. Both feature a Smart Charging Case with a touchscreen for controlling music, calls, and notifications without using an app.

The digital-first campaign ‘First Doesn’t Follow’ was created by Havas Creative India and Havas Media India. It aims to position JBL as a brand for people who prefer to stand out.

Speaking about the campaign, Yogesh Nambiar, director, Integrated Marketing, HARMAN India, said, “At JBL, we’re always asking: What will our next innovation unlock? That spirit of curiosity led us to create the Smart Charging Case—a leap forward in seamless, intelligent audio experiences. As a brand that lives and breathes sound, we connect deeply with those who value authenticity and innovation above all else. This campaign is a salute to the trailblazers—the ones who carve their own path, refuse to blend in, and redefine what it means to lead. Here’s to the firsts. To those who never follow. Only lead.” 

Adding her perspective on the campaign’s philosophy, Anupama Ramaswamy, joint MD and chief creative officer, Havas Creative India, said: “In a world wired for conformity, true leadership lies in the courage to diverge. Being first isn’t simply about being ahead of the curve, it’s about redefining it. It’s about setting new benchmarks, not chasing old ones. ‘First Doesn’t Follow’ is more than a campaign, it’s a call to those who move on instinct, question accepted norms, and shape culture rather than inherit it.”

“At JBL, we’ve never waited for permission to lead. We’ve trusted the creative pulse of originality over the safety of repetition. This campaign is a celebration of that mindset, a signal to creators, thinkers, and doers who know that the future doesn’t follow, it invents.” 

Uday Mohan, chief operating officer, Havas Media India and Havas Play said, “At Havas Media India, we believe powerful stories deserve powerful platforms. With ‘First Doesn’t Follow,’ JBL is inspiring audiences who think independently and live authentically, and we’re amplifying that narrative through a clutter-breaking print strategy that cuts through the noise. This campaign is a bold statement, and our print integration will ensure it reaches trendsetters where their attention truly matters.”