Mobile Pe Dolby Hain Kya? highlights great experience on mobile
‘Mobile Pe Dolby Hain Kya?’ (Got Dolby on your Mobile?), is aimed at educating the smartphone owners about the Dolby technology on the mobile. The mockumentary style format ad campaign brings back the award-winning, relatable and memorable characters, ChaubeyJi and Mono, which will see the son explaining to his father how he can get a Zabardast Audio Experience on his phone with Dolby.
Like the previous legs, this campaign will have additional touchpoints including Dolby.com microsite, Digital, PR, Television (through partners) and Cinema.
While Dolby’s previous campaign, ‘Ghar Pe Dolby Hai Kya?’ addressed the brand’s focus on educating the HD viewer on the PhD or Poora HD (complete HD) experience in the living room with Dolby Audio, this ad-campaign educates consumers how they could get more from their entertainment with Dolby technology even on-the-go.
Since 2014, Mono and ChaubeyJi have been iconic protagonists for award-winning Dolby campaigns, educating viewers/customers about the Dolby experience in the living room. Year 2014-15, saw a very successful Direct-To-Consumer Campaign titled ‘From Mono To Surround Sound with Dolby Audio’, year 2015-16, campaign titled ‘Bringing The Stadium Experience Home With Dolby Audio’ and then in year 2018 campaign titled, ‘PhD aka Poora (Complete) HD’.
Through differentiated and compelling storytelling, these memorable characters have helped leave a mark in the minds of the audience and build a unique connect with them in this cluttered space.
Owing to the relatability and consistency of these characters in Dolby’s campaign, coupled with a unique mockumentary style, the new campaign effectively delivers messaging on how to get the Dolby experience even on the go on a mobile.
Dolby’s true north is uniting the art and science of entertainment, elevating the creators’ ability to tell their stories and enabling consumers to be immersed in spectacular experiences. In a mobile first market like India, the mobile device is increasingly becoming an entertainment hub. Streaming services have fundamentally changed the way consumers watch and listen to entertainment on their device. With the rapid growth of the OTT industry, today there is a host of content available on the mobile accessible to consumers on the move.
In line with this trend, leading global and Indian OTT service providers like Netflix, Amazon Prime Video, Voot, Sun NXT, YuppTV etc have collaborated with Dolby to stream high quality content enabled with Dolby technology to create an immersive cinemalike experience in the living room or on the go. With ‘Mobile Pe Dolby Hai Kya?’, Dolby aims to spread awareness about Dolby enabled Mobile device with Dolby enabled streaming content for a spectacular experience on the go.
Commenting on the launch of the campaign, Ashim Mathur, Senior Regional Director Marketing – Emerging Markets, Dolby Laboratories, said, “At Dolby, our goal is to enable and deliver spectacular experiences that bring entertainment to life be it at cinemas, at home or on the go. With the ‘Mobile Pe Dolby Hai Kya! (Got Dolby on your Mobile?)’ campaign, is aimed at driving awareness about its technology on the mobile, that enables a spectacular experience, even on the go. The campaign also aims at educating the discerning audience that for a spectacular experience, one needs a Dolby enabled smartphone with Dolby enabled streaming service.”
Speaking about the concept behind the campaign, Shrikant Menon, Chief Executive Officer & Managing Partner, The Digital Street LLP said, "One of the things we are all exposed to is the incessant use of mobiles in India, wherever one maybe – on public transport, in restaurants, even while walking on sidewalks! People are so immersed into watching all forms of content, wherever and whenever they can. So, when we were asked about how best to tell the Dolby story for mobiles, this immersive attitude and desire to escape into entertainment was something we really wanted to tap into. With the scene set, using Mono and Chaubey seemed like the best way to continue Dolby’s journey of telling people how their entertainment experiences can be taken up a notch and made truly spectacular."
Sumit Sabharwal, Founder & CEO, MASS Studios said, “The idea was to give the film a clean, and contemporary urban look in a classical shooting style to accentuate critical moments of the narrative both visually and through the sound design, keeping with the mockumentary style of story-telling. Our endeavour has been to make sure this forth film in the series goes one step further in bringing out humour as well as Dolby messaging with the final film.”