Audio-visual technology company Dolby Technology, which works with content creators, exhibitors and playback device OEMs and brands, has launched a campaign in India themed ‘Suna Kya? Dekha Kya?’ targeting end-consumers.
Speaking with media persons at an event in Mumbai on 30th January 2023, Sameer Seth, Director of Marketing (India), stated that according to consumer studies, Indians have become more demanding of better entertainment experiences in the last two years and are willing to invest in the same.
“In the last couple of years, we started consuming a lot more content than we ever did and we want the best possible experience. If we have the best device and the service, why not get the best experience? That’s one insight that we have picked up. The second key insight that we have picked up is that consumers of late are doing a two-pronged upgrade and they are investing in those upgrades. By two-pronged upgrade I mean, there is a device upgrade I am doing and there is a service upgrade,” explained Seth.
The brand also claims that it discovered through its study on online purchase behaviour, that a lot of consumers were looking for Dolby-enabled devices.
A survey by CMR in partnership with Dolby from October 2021 revealed that audio quality was the biggest driver (69 pc) influencing consumer smartphone purchases – more than battery (65 pc) and camera (63 pc).
On the playback end, Dolby has forged partnerships with Xiaomi, Realme, Samsung, LG and Sony, brands that it has collaborated with for the current campaign. These devices deploy Dolby technology.
“A marketing challenge that we face is how do you increase awareness and how do you educate consumers on the Dolby experience. That’s the challenge and an opportunity at the same time, because that creates the opportunity to do collaborative marketing like we have with this campaign,” explained Seth.
Dolby works with the likes of Netflix, Prime Video, DisneyPlus Hotstar, SunNext and Hoichoi, audio streaming platforms like Earshot, music streaming services like Gaana and Hungama Music, and also has a tie-up in place with SpiceJet for inflight entertainment. It works with gaming players like Epic Cricket and also offers support for live sports broadcasts.
“In the Indian context there are more than 1,200 films that have been released in Dolby Atmos. And the similar experience then gets extended into the living room. Regional OTT services are now releasing their content in Dolby Atmos,” said Seth.
On the growth of smaller screen consumption in the lockdown and return to cinemas, he noted, “There is a consumer behavior shift and there is no either-or, there is a market for all of them. You would continue to go to cinemas, you would continue to watch content in your living room, you would watch content on your phone. So, all of this will exist.”
