Dolby Laboratories, a leading provider of audio technology, is banking on India's rising OTT industry, smartphone penetration and increasing local and regional content to drive growth in the Indian market.
The company that has been a leader in cinema-based audio tech is also tying up with OEMs to provide Dolby experience on mobile handsets.
"The mobile is increasingly becoming an entertainment hub. Dolby India’s latest advertising campaign, ‘Mobile pe Dolby hain kya!’ (Got Dolby on your mobile?), is aimed at driving awareness about its technology on the mobile, which enables a spectacular experience, even on the go," Ashim Mathur, Senior Regional Director Marketing, Emerging markets, Dolby Laboratories, told BestMediaInfo.com.
Mathur said India provides a huge growth opportunity to the company. "India loves entertainment in all forms — be it in cinema, in their living rooms or on the go. India has a robust content creation ecosystem that exists across multiple languages. We see significant potential in the market for local content in cinema, television broadcast, OTT platforms and at the same time enabling the services that deliver this content to consumers," Mathur said.
"The availability of devices from our partners that can deliver the Dolby experience to consumers is continuously growing. Our aim is to enable content creators and services to deliver spectacular experiences to these devices," he added.
In the OTT domain, the brand is working with several OTT service providers who are now streaming content with their technology. “When we look at global majors, our technology is adopted by global platforms. In India, we are working with platforms such as Voot, Sun NXT, Eros Now, YuppTV, etc., and there’s more that’s currently in the pipeline. Recently Voot announced plans to produce and stream all its Originals in Dolby Audio,” said Mathur.
The brand's 'Mobile pe Dolby hai kya' addresses a need for driving education and awareness among mobile phone users that for a zabardast (spectacular) experience on the go, one needs a Dolby-enabled mobile phone + Dolby-enabled streaming services.
The mockumentary style format ad campaign brings back the relatable and memorable characters, Chaubey and his son Mono (aka Mono Sound), explaining the audience what they are missing with their existing mobile experience.
Latest film: Mobile Pe Dolby Hain Kya (Got Dolby on Mobile) | Dolby
The ad will see the son explaining his father how he can get a zabardast sound experience on his Dolby-enabled phone. While Dolby India’s previous award-winning campaign, ‘Ghar pe Dolby hai kya!’ (Got Dolby), addressed the brand’s focus on educating the HD viewer on the PhD or Poora HD experience in the living room with Dolby Audio. The latest ad campaign educates consumers how they can get more from their entertainment with Dolby even on the go.
Last year's film: Enjoy Complete HD with Dolby Audio | Dolby
Talking about the company's ongoing campaign and the media that's being used, Mathur said, “It should be the right media mix and right medium depending upon a campaign’s peg in order to receive the best consumer impact.”
“We do not necessarily follow a calendar to connect with our audience, we engage with them through the year,” he adds.
According to Mathur, the power of telling audiences a story is a technique that tends to strike the right chord with consumers. More than a tool for effective and for measurable marketing, it is a method of building a strong relationship with customers and a thriving community of loyalists over time.
Last year, the company had launched a campaign 'Ghar pe Dolby hai kya' to target the audience who want to have a theatre-like experience at home.
Content marketing to be the main focus for Dolby
For Dolby, the use of content marketing has played an important role in building a relationship with the audience by creating compelling audio-visual experiences. “It is the content that delivers our ‘Experience Story’. “We showcase Dolby advancements in audio and imaging through content that entertains, educates and captivates consumer, professional and enterprise audiences worldwide. Content creator and evangelists tell our story.”
Behind the mix and ‘influencer testimonial’ are two of their content marketing and branded content initiatives.
Behind the mix:
“It is the content that delivers the ‘Experience Story’. A story with content so powerful that it not only entertains but also educates, and captivates consumer, professional and enterprise audiences worldwide, defining the power of content marketing when done the right way,” he said.