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Developing effective content is a sure-shot way of building recall: Ashim Mathur, Dolby

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Developing effective content is a sure-shot way of building recall: Ashim Mathur, Dolby

After a hiatus of couple of years, Dolby brought back its famous duo for their campaign titled ‘Ghar pe Dolby hai kya?’ On this Mathur said, “Our campaign 'Ghar Pe Dolby Hai Kya?' is aimed at building awareness for quality audio in home entertainment to make the entertainment experience you seek, even better. With the adoption of Dolby Audio by India’s leading CE companies, broadcasters and operators the aim is to provide consumers with premium quality surround sound for a great living room experience.” exchange4media chatted with Ashim Mathur, Senior Director Marketing, Emerging Markets, Dolby Laboratories on their recent ad campaign, importance of India as a market and more.

The challenges while putting this campaign together Mathur points out was how to seamlessly integrate the awareness message in a nice humorous tone. “I think we have been successful in getting this integration done in the right way,” he said. On the importance of India as a market for Dolby, he shared, “There is no dearth of content – in terms of creation and consumption, in India. We work with multiple partners who have strengthened our association with innovation in technology and entertainment in India."

He opened up on how content-marketing has reaped benefits for Dolby. “I believe that content marketing is a by-product of the evolving consumer behaviour. With the uptake of internet and smartphones, our consumers have a lot of power in their hands. Strong, relatable content, especially through video and on digital platforms, like we’ve done with our most recent campaign enables you to strike a chord with your consumers. Developing effective content is a sure-shot way of building recall and engagement,” concluded Mathur.

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