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Dolby launches campaign ‘Mobile Pe Dolby Hai Kya?’

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MUMBAI: Dolby Technology has launched a new campaign ‘Mobile Pe Dolby Hain Kya?’ (Got Dolby on your Mobile?), which 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 ZabardastAudio 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 saw the 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.

Commenting on the launch of the campaign, Dolby Laboratories senior regional director marketing – emerging markets Ashim Mathur 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, The Digital Street LLP chief executive officer & managing partner Shrikant Menon 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."

MASS Studios founder & CEO Sumit Sabharwal 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 fourth film in the series goes one step further in bringing out humour as well as Dolby messaging with the final film.”

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