Skip to main content

TIPS FROM TOP - 'Marketing of Ingredient Technologies' by Mr. Sameer Seth, Director, Marketing – India, Dolby Laboratories

“The key ingredient to better content is separating the single from the mainstream”
The Department of Industrial Management and Engineering, IIT Kanpur saw anything but a typical Friday morning on the 23rd of March 2018. The students of the MBA Course at IIT Kanpur had the pleasure of interacting with Mr. Sameer Seth, a seasoned and decorated individual from the world of media marketing with a very fascinating career trajectory. Mr. Sameer broke down his presentation into three parts, an overview of media in India, the very interesting question, ‘How to market a television show in India?’ and ‘Dolby as a case study.’
Mr. Seth explained how the Indian media industry has been ever burgeoning since the turn of the century, and the juggernaut is here to stay. As long as the basics of marketing are in place, he suggested that creativity could go a long way in identifying and delivering the right content to the right audience. With the evolution of numbers in the media industry has come the evolution of BARC; and the evolution of marketable content, which however limited and regulated, has seen very creative use by broadcasters, advertisers and agencies that operate between them for effective creation and delivery. The amount of thought that goes into the conception of the personas of lead characters, and the subsequent creation, execution and scrapping is immense. The industry utilizes multiple platforms for ideation and has standard checks in place to identify the feasible and non-feasible pilots to arrive at the right television media that will engage the audience, particularly the majority 54% that consumes General Entertainment Content. At a similarly furious pace occurs the negotiation for advertisement and the race for impressions created with the audience. The major substitute for television content, online media, brought about many questions from the crowd that Mr. Seth answered with the possibilities of their co-existence, and the behavior of the Indian consumer to stick to television as a major source of entertainment.
The company Dolby Laboratories, an unquestionable delight to all audiophiles operates on a very curious business model. A mix of products and services, Dolby considers itself barely a new entrant in the Indian media market. With the case study discussed by Mr. Seth, Baahubali, the greatest blockbuster Indian cinema has ever seen, saw unprecedented success due to the exceptional product that was created with the help of Dolby Atmos and the marketing tactics employed by the professionals concerned, where integrated marketing was directly taken up by other brands such as Nestle, Britannia, Airtel among others. The use of subject matter experts and leading producers in marketing content lent credibility to the movie and facilitated easier distribution of the movie. Dolby employs similar tactics which help in creation of significant brand equity with least possible cost. Mr. Seth ended the session taking questions from a crowd which was definitely high on natural zeal. With the hope that Mr. Seth would carry on enlightening us further, this IIT batch definitely hopes to apply such tactics during their careers!


Popular posts from this blog

The 2018-20 batch, an initiation!

Time to take a plunge –  2018-2020Batch

The journey of a thousand miles begins with a single step
                                                                                            – Lao Tzu.

The energy of the Indian subcontinent unified at the gates of IIT Kanpur when we started our much- awaited journey of MBA. The pre-assignments and admission process gave us a much-needed glimpse of life ahead of us. With all glittering hopes, we, the 54 minds embarked on an endeavour to achieve our dreams and here we are, introducing our remarkable 2018-2020 batch with immense pride and responsibility wearing the badge of IIT Kanpur.

For most of us, who have prior work experience, it is a back to school time and for the rest, it is an aspired path by choice, now that we are in our new home, it is time for us to build an everlasting relationship with our peers and let the world know about us. With the get-up-and-go attitude, the diversity of the 2018-2020 batch is one of a kind with studen…

TIPS FROM TOP - Strategic Decisions: Dynamic talents in Work Places by Mrs. Kiran Bhatia Tandon, Ex- Talent Acquisition Head, Stryker


“I am convinced that nothing we do is more important than hiring and developing people. At the end of the day you bet on people, not on strategies.” - Lawrence Bossidy, GE
Human resource is an asset on which companies wager immensely. To talk on this prevailing topic, DIME at IIT Kanpur hosted Ms. Kiran Bhatia Tandon, Ex-Head, Talent Acquisition, Stryker. In her career, spanning over a decade, she has had experiences across diverse industries from Automobile to E-Commerce giving her a bird’s eye perspective of the industry. As charismatic as you get, Ms. Kiran, started off with asking us on the topics we wanted her to discuss upon, keeping the interaction open and filled with candour.
While discussing the difference, she experienced in Automobile and Ecommerce, she shared an anecdote which implied that it is always important for an HR Manager to understand the mind-set of an employee with a substantially larger earning potential than their own…

Tips from Top - "Various dimensions of leadership." Mr Amit Kasliwal, India Head - Corporate Sales, Ford India.

Leadership is one of the most desired traits for success in life and MBA students at IIT Kanpur were fortunate to get a fresh perspective on the topic from the top echelon of corporate world, when Mr Amit Kasliwal, India head of corporate sales at Ford India visited the campus to interact with the students.

Sir described leadership as the zeal to identify and solve problems. Citing an example, sir said that India has a myriad of problems and out of those; transportation was one of the major issues. Ford is dedicated to solve this problem. Talking specifically about the corporate sales department, he told that by selling cars to taxi operators, they created entrepreneurs, thereby solving the problem of job creation at that level.   
Further describing leadership, sir claimed that a leader must have a long term view, and should be enthusiastic about other’s agenda, thereby creating opportunities and ‘win-win’ situations. According to sir, and rightly so, sustainable leadership can be …