MUMBAI: Up market audio systems brand JBL has shot a new TVC (television Commercial) with brand ambassador AR Rahman.

The new TVC will represent India-Asia market for the worldwide market and in turn be a part of the company’s push into the Indian market. The TVC was shot across terrains of Leh, bamboo forests in Thailand and then in the studios of Mumbai.

“We kept our images as pristine as the music created by AR Rahman and we were thrilled, it was a pleasure to work with the hugely talented Rahman. One side which most people don't know is that he himself has a keen interest in cameras and the technology. So was great exchanging notes with him,” said director Kabir Sadanand.

The India / international TVC is being produced by Frog Unlimited and directed by Kabir Sadanand. The brain child for the campaign is Harman Kardon marketing director Sameer Shah. Within a span of a year Frog Unlimited has made ads including Shah Rukh Khan, Juhi Chawla, Brendon McCullum, Yusuf Pathan, Brett Lee, Jacques Kallis, Shakib.

JBL is an American audio electronics company currently owned by Harman International.