Paul McCartney to promote sound equipment company JBL

Beatles legend Paul McCartney has been roped in as the brand ambassador for sound equipment company JBL.

A life-long user of JBL equipment in the studio, on tour and at home, McCartney, 69, will star in the next phase of JBL by Harman's 'Hear the truth' campaign, which has featured music maestro AR Rahman earlier.

The new 'Hear the truth' ad will feature McCartney and his new single, 'My Valentine', from the album 'Kisses on the Bottom,' which was released February 7.

"Sir Paul McCartney is the ideal representation of why great music has lasting impact and the importance of high-quality sound reproduction. JBL is held in high esteem worldwide by musicians and our goal is to faithfully recreate their music through JBL products," Dinesh C Paliwal, chairman, president and CEO of Harman, said in a statement.

A television spot featuring McCartney was showcased during the recently 54th Annual Grammy Awards. JBL will be a sponsor of McCartney's upcoming summer tour.