Sound proofing I gather is achieved by the density of the product used so those wool type bats would be worth considering.
But that 'Air Bubble cell insulation' SOUNDS useless (pun intended) as sound would simply pass through the trapped air.
From what I have seen on those US/Canadian home Reno shows is they use up to R35, not the piddling R3.5 we play with here and to achieve that, some is up to 300mm or 12 inches thick.
There is the option of using a Spray on Foam which would be worth reading up on to see whats its best suited for.
Try this, get a styrene container, turn on a portable radio and put the container over it and see how it absorbs sound from the radio at different Volume settings......
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