Sameer Seth, Director, Marketing-India, Dolby Laboratories, spoke at the India Brand Conclave 2021 about ‘How Co-Marketing Can Help Build Brand Equity.’
Seth stressed the relevance of co-marketing when discussing the influence of the pandemic on entertainment habits.
On December 15, the exchange4media Group electronically hosted the fifth edition of its flagship product, India Brand Conclave 2021.
ABP News, Colors, and Microsoft-InMobi co-sponsored the event, with Dolby serving as an Associate Partner. The summit’s subject for this year was “Brands: Capitalizing On Change.”
“We have effectively utilized co-marketing,” said Sameer Seth, Director, Marketing-India, Dolby Laboratories. Consumers no longer passively consume entertainment. Consumers are becoming more engaged with the material, merely because they want to enjoy it in a better format and with a better experience.”
According to a survey conducted in India, 94 percent of respondents are willing to pay more for a premium subscription that provides better video and audio quality.
While 96% said they would pay to upgrade their entertainment equipment and are willing to spend money on best-in-class technology and sound-enabled systems.
Furthermore, research conducted by CMR among smartphone users in India during the pandemic found that audio quality remained the most essential criterion in smartphone selection during the pandemic (69 percent in 2021 Vs 66 percent in 2020).
According to a Kantar Study on Music analysis on the importance of audio quality while streaming music, 9 out of 10 active music people would assume the premium audio quality is more extremely important.
“All of these surveys show that consumers want a better visual and auditory experience across all screen kinds. “By gaining knowledge from these experiences, we can provide a better and improved Dolby experience in a variety of situations,” Seth explains.
Dolby teamed with partner brands Netflix, LG, Lenovo, PVR, Amazon, and Hungama Music on a co-marketing campaign called “Dolby Everywhere Hero Film” to emphasize the enhanced experience of Dolby technology on their partner-enabled devices and services.
Dolby’s co-marketing campaign was well-received by the audience. Their digital campaign created more than 53 million impressions and reached +20 million people. The videos were viewed in over 13 million different ways on internet platforms.
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