Mumbai: From the moment superheroes first graced the silver screen, I was hooked. I’ve spent what must amount to lakhs of rupees over the years, all to chase that exhilarating, larger-than-life feeling that only a darkened theatre, rumbling sound, and vivid visuals can provide. With every swoosh, crash, and battle cry, it was as if I was right there, living out the hero’s mission myself—part of something bigger, something extraordinary. Now, in a land where Bollywood blockbusters and cricket legends capture the nation’s heart, two tech powerhouses are coming together to bring that same cinematic magic straight into our living rooms. Dolby Laboratories and LG Electronics are orchestrating a groundbreaking campaign centred around the premium QNED AI series—an experience that marries state-of-the-art technology with the rich tapestry of Indian culture, promising a captivating journey that goes beyond the screen, into the very soul of India’s passion for storytelling.
In a recent interview, Dolby India, director of marketing, Sameer Seth and LG India, business head of home entertainment, Abhiral Bhansali, shared insights into their partnership and its implications for the Indian market. The duo emphasised how their joint efforts not only enhance product offerings but also connect emotionally with consumers through localised content.
Dolby has long been synonymous with superior audio experiences, and its #LoveMoreInDolby campaign is a testament to this legacy. “India has a deep-rooted culture of celebrating movies, music, and sports,” noted Seth. “This emotional connection to entertainment shaped our campaign, spotlighting the heightened emotional bond fans can share with their favourite artists or content through Dolby Atmos and Dolby Vision.”
The collaboration with LG is pivotal in democratising these premium experiences. “This partnership enables us to bring Dolby Vision and Dolby Atmos into more Indian homes through LG’s premium 4K LED TVs,” Seth explained. The integration ensures that consumers enjoy cinematic-quality visuals and immersive sound directly in their living rooms.
Technical Synergy
At the heart of this partnership lies a seamless integration of technologies that elevates the viewing experience. “Dolby Vision provides stunning, dynamic HDR imaging,” said Bhansali. “Paired with the immersive sound of Dolby Atmos, viewers are transported right into the heart of the action.” This combination not only enhances picture quality—offering deeper blacks and a wider colour spectrum—but also creates a multidimensional sound experience that captivates audiences.
Both executives acknowledged the challenges faced while localising global campaigns for Indian audiences. “To address this, we created two films, ‘Dance With Me’ and ‘Desert Wanderers,’” Seth shared. These films leverage virtual production techniques to recreate culturally rich narratives that resonate with Indian consumers’ love for cinematic storytelling.
The campaign’s tagline, ‘Love More in Dolby’, encapsulates a broader strategy aimed at forging emotional connections through technology. Seth elaborated, “Watching movies on a Dolby Atmos-enabled screen unlocks the full emotional impact of every film.” By focusing on genres that evoke strong feelings—be it thrillers or dramas—Dolby aims to enhance viewer engagement.
For LG, this collaboration aligns perfectly with its strategy to lead in premium television offerings in India. Bhansali stated, “The biggest differentiator for this campaign is how we are bringing alive use cases for the technologies.” By showcasing user benefits through localised content, LG positions itself as a frontrunner in meeting consumer demands for high-quality entertainment.
Measuring Success
Looking ahead, both companies are keen on measuring the campaign’s success through various metrics including consumer engagement at retail outlets and digital platforms. “We’ll look at how the campaign influences retail sales for the premium LG QNED AI series,” said Bhansali. Additionally, social media engagement and media visibility will serve as critical indicators of public sentiment towards both brands.
The partnership between Dolby and LG is built on a rich history of innovation. “We continuously innovate by listening to consumer needs,” noted Bhansali. This commitment to pushing boundaries ensures that both brands remain competitive while delivering unparalleled home entertainment experiences.
As they look to the future, both executives expressed optimism about further collaborations. “We expect to bring Dolby’s cutting-edge innovations to more consumers through LG products,” said Seth. With plans to localise global campaigns further, they aim to ensure that their innovations resonate with India’s unique cultural landscape.
With this groundbreaking innovation from Dolby and LG, it’s as if India is welcoming its next superhero or a young Sachin Tendulkar right into the heart of our homes. The immersive atmosphere that once seemed beyond reach has now arrived at our doorsteps, wrapping us in a cinematic experience so surreal it feels like magic. In a world where content reigns supreme, Dolby and LG are not just setting the stage—they’re transforming every living room into a throne room of entertainment, where the best in sight and sound come together in a perfect symphony. For Indian audiences, the wonder of cinema isn’t miles away on the big screen anymore; it’s now just a click away, ready to unfold its spellbinding stories at the touch of a button.
