JBL has rolled out a campaign, 'First Doesn't Follow', introducing JBL Live Beam 3 and the soon-to-be-launched JBL Tour Pro 3.

Conceptualised by Havas India, the campaign comprises a film. Set in a dynamic school environment, the ad celebrates trailblazers - students who challenge the norm, set new trends, and make a lasting impact by staying true to themselves. The film mirrors this by showing students who move with confidence, rejecting uniformity in favour of individuality.

What we think about it: Visually, the ad is dynamic and highlights moments of silent rebellion. The film celebrates the spirit of those who dare to live on their own terms, while seamlessly integrating the product's features in the narrative.

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.”

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.”