The Campaign

In order to achieve this, we conceptualised a film around the theme "Ghar Pe Dolby Hai Kya?" ("Do you have Dolby at home?") and used a humourous, mockumentary format to make a global brand like Dolby more relatable to viewers in India. The film follows the lead characters Mr. Chaubey and his son, Mono (whose name has a soft reference to monophonic sound). Mr. Chaubey has contacted a small film crew and claimed to have discovered a revolutionary audio technique that would change our television viewing experience forever. What follows are a series of humourous events that seek to showcase the great lengths one may have to go through to achieve a cinematic audio experience at home, in the absence of Dolby.

Creative Execution

The film follows a mockumentary format with intercuts between an interview sequence and a series of situations that highlight the extent that the protogonist goes through in order to achieve the cinema like experience in his home, in the absence of Dolby technology. In order to tell the story effectively, characterisation and consequently casting was critical. We undertook an extensive process to cast the right characters who would bring out the quirk in terms of tone, while still depicting characters that the audience would relate with. The time taken from script to final edit was roughly 6 weeks. While the website page was the knowledge-center for this campaign, we disseminated all that information piece-by-piece across social media (Facebook, Twitter, YouTube) besides Web Banners and E-mailers.

REACH Facebook: Impressions: 487,727 Reach: 444,590 Video Views: 145,032 Twitter: Impressions: 114,363 Video Views: 9,902 YouTube: Views: 36,208 Banners: Impressions created through banner ads: 29,518,109 Impressions for the overall campaign: 39,217,639 ENGAGEMENT Facebook (for the video): 3% Twitter (for the video): 3.1% Website: Visits to Page: 38,012 Average Session Duration: 2:14 (Users consumed the content on the page) SALES - NA ACHIEVEMENT AGAINST BUSINESS TARGETS Our target was to reach 30 million impressions through this campaign. We exceeded this target by ~9.2 million impressions taking total impressions to 39,217,639

We targeted consumers of HD televisions as well as potential and existing subscribers of HD cable services as the brand offers its technology to this market segment by way of Dolby Audio compatible televisions and HD TV channels. Target Demographics - Urban/Semi Urban | Male & Female Decision Makers| 25-50 years. We used digital platforms and social media to educate interested individuals systematically, making full use of communication to help them appreciate and understand the complexities of audio technology via a microsite. Further, the film was amplified in cinemas and home channels of cable/DTH service provides to encourage individuals to bring home the Dolby experience.