Guest Lecture On ‘Media And The Science Behind Marketing An Ingredient Technology Brand’ By Mr. Sameer Seth, Director – Marketing India, Dolby Laboratories


The Vinod Gupta School of Management, IIT Kharagpur played host to Mr. Sameer Seth, Director – Marketing India, Dolby Laboratories on the 24th of August under its flagship guest lecture series – ‘Vaarta’.

With an illustrious career spanning 14 years in the media sector, Mr. Seth epitomises a perfect blend of experience and dynamism. An alumnus of IMI Delhi, Mr. Seth has taken up multiple assignments in some of the biggest media houses in the country such as Star, Network 18, and Zee. In his present capacity, at Dolby, he continues to leverage his expertise to transform the entertainment industry in India with cutting-edge audio and video technologies. His lecture on the topic of ‘Media and the science behind marketing an ingredient technology brand’ was an extremely interactive one which generated substantial interest and genuine curiosity amongst the aspiring managers of VGSoM.

Mr. Seth shared his perspectives on the status of media in India presently and the developing trends in this sector to help the students gain a sound outlook on the topic at large. He also highlighted the rapidly increasing rural penetration of television and the changing consumption pattern of viewers around the world. In the next segment of his lecture, Mr. Seth drew upon his rich experience of media marketing and crafting successful brands in the media industry to immensely enrich the audience. Through examples of successful television shows like ‘Satyameva Jayate’ and ‘Diya aur Bati Hum’, he drove his point of focussing on the viewers to understand their lives and tell engaging tales through characters which help to change deep rooted beliefs and practices.

Mr. Seth finally gave the students crucial insights on marketing an ingredient technology brand like Dolby. He outlined the numerous ways through which Dolby is incessantly advancing the entertainment industry through its engineering pedigree and its marketing efforts. Mr. Seth delivered the crux of marketing an ingredient technology brand through 4 steps – using the spectacular in every experience to develop a core creative idea; creating foundational materials, content, and campaigns; leveraging technology reviewers and pundits; and marketing through partner brands. At the end, the esteemed guest took to answering a number of questions asked by our inquisitive students and eventually left them with a professional’s perspective on marketing and brand building.


VGSoM IIT Kharagpur

The Vinod Gupta School of Management is a business school in India. It was established in 1993 at IIT Kharagpur and was the first management school to be setup within the IIT system. It was initiated by a distinguished alumnus and a Life Time Fellow of the Institute, Vinod Gupta. VGSoM started in 1993 with a $2-million endowment from a distinguished alumnus of IIT Kharagpur, Mr.Vinod Gupta, matched by liberal support from the Government of India, to provide future business leaders with the ability to understand and leverage the advantages of technology for managing successful businesses in the knowledge-driven era. The foundation stone of the School was laid by the then President of India, late Dr. Shankar Dayal Sharma in July 1994, and the School moved to its fine new building in December 1996. The school of management at IIT Kharagpur was the first of its kind in the country.