Sameer Seth

IIDE Super Session Topic

Disruptive Marketing. Adapting to the changed scenario in Digital Marketing.

IIDE – Indian Institute of Digital Education hosted a Super-Session with Sameer Seth, Director, Marketing – India at Dolby Laboratories. Ex-Star India, Network18, Zee.
Sameer started the session by stating, “It’s never late to learn” and gave a brief about how learning reflects on the work-life timeline and being in the industry for 18 years with experience in different sectors and exploring the different fields of studies with 3 Master degrees. He mentioned it’s not only about having experience but also breaking the monotony of work leisure as you can’t find time to upskill as one can only learn from conversation or by reading or building skills.
When asked about his journey, he explained why it is extremely important to have “Mentors” in our life and it’s equally important to choose the right mentor. From being a part of DTH and Dish TV as a brand around 2004, releasing customized print ads while working with amazing partners like Madison World and FCB Ulka.
He elaborated on how important it is to be a “cost-conscious marketer”, this is what ZEE as a brand taught him and since then he was picked up for Rajdeep Sardesai`steam CNN IBN, and later he joined Star TV Network and worked on high definition portfolio for B2B2C marketing from leveraging the brand and working with Tatasky Partner Recruitment to Hathway Cable & Datacom Ltd and also Network18 Media & Investments Limited and finally coming to Dolby and earning 5 years of experience.
When asked about co-marketing and how Dolby is leveraging the idea, he said, co-marketing basically means bringing in like-minded partners, brands, and together who have common goals by giving us some marvellous campaigns. He shared the pre-market research which happened before the campaign, the pandemic had changed the entertainment habit of people from content to upgrading the devices, and Kantar on music; 9/10 music listeners were connected and they said the audio quality is extremely important to them. The campaign was, Hero Film #DolbyEverywhere with the help of partners, Netflix, LG Electronics, Lenovo PC, PVR Cinemas, Hungama, and Amazon Alexa.
Lastly, we discussed the 3 pillars of Dolby, content creation, delivery partners, and platforms and when asked about one of his favourite brands when it comes to co-marketing, he mentioned Apple. He also shed light on campaigns like Dolby App – JioSaavn where one can Live stream/ video or Audio, Middle east campaign – Dolby Cinema: Behind The Mask. He said it’s important to understand the difference between the data and insight as Digital Marketing is more of working out and not selling as it’s not overnight magic but today’s world is all about collaborating with the audience. So, next to them when you’re thinking about a campaign starts with the insights and describes needs and wants.