As Vice President – Marketing, Asia Pacific at Dolby Laboratories, Ashim Mathur has spent more than a decade helping shape how audiences experience entertainment across cinema, streaming, gaming, and mobile. For him, technology has never been the hero of the story—it has always been the enabler. The real magic lies in preserving the creator’s vision and delivering it exactly as it was meant to be experienced. In this edition of our leadership series, Mathur reflects on the influence of Hindi cinema on his approach to marketing, why Gen Z’s authenticity-first mindset is reshaping workplaces, and why he believes AI should amplify human creativity rather than compete with it. He also talks about the career gamble that paid off, the challenge of capturing attention in an always-on world, and the philosophies that continue to guide him as a leader.
What’s a personal habit or ritual that quietly shapes how you make big decisions?
I make it a point to step away from the noise before making any big decision. Spending time with family or taking short breaks helps me disconnect, reset my thinking, and come back with more clarity and perspective. I also believe in keeping things simple, whether it’s marketing, leadership, or strategy, the best decisions are often the ones that stay true to your purpose and are easy for people to understand and connect with.
What’s one childhood incident that shaped who you are today?
I grew up in an era where cinema, especially the films of the 80s and 90s, had a huge influence on how people thought, communicated, and connected emotionally. I was always deeply inspired by Hindi films, which were not just entertaining; they reflected aspiration, resilience, emotion, and the pulse of society at that time.
I unknowingly picked up a lot from that world very early on, and even today, I often find myself drawing inspiration from iconic dialogues, storytelling styles, and emotional moments from those films, not just in daily life, but even in how I approach marketing and communication. Looking back, I think those films shaped my understanding of the power of storytelling. They taught me that when a message connects emotionally and authentically with people, it stays with them for decades. That belief continues to influence the way I think about brands, audiences, and experiences even today.
What are your thoughts on Gen Z work culture, and how do you shape your work style to align with them?
In my opinion, Gen Z brings a very innovative and intuitive way of thinking, which is exactly what this profession requires because it thrives on creativity and storytelling. They value authenticity, flexibility, transparency, and meaningful work, and that aligns very closely with how we think at Dolby as well. A large part of our work today involves understanding how younger audiences consume & create content, and engage with technology across platforms like mobile, gaming, and short-form video. I believe in working openly with others and building a culture driven by passion, collaboration, and a shared sense of purpose because that is what keeps teams motivated and moving forward together. We also encourage an environment where people feel free to innovate without fear, because that is where the best ideas come from.
What’s the biggest lie the industry is telling itself about AI right now?
I think the biggest misconception is that AI can replace human creativity. It can’t. At Dolby, everything starts with the creator’s vision, whether it is a filmmaker, musician, or storyteller shaping how they want audiences to experience their work. That intent cannot be replicated by AI. Technologies like Dolby Atmos and Dolby Vision are designed to preserve and deliver that vision as authentically as possible, so consumers experience the story the way it was meant to be seen and heard.
What problem in the world still frustrates you enough to keep you awake at night?
One thing that concerns me is how difficult it has become to hold people’s attention in a meaningful way. We are surrounded by content all the time, but meaningful engagement is becoming harder. As someone who works at the intersection of technology, media, and storytelling, I constantly think about how we can create experiences that genuinely connect people, cut through the clutter, and make entertainment more immersive, emotional, and human.
What’s a decision you made that looked risky at the time but turned out?
One of the biggest bets I took in my career was joining Dolby over 15 years ago. In many ways, it felt like stepping into uncharted territory.
What made it exciting was the opportunity to help shape something from the ground up, especially at the intersection of technology, entertainment, and storytelling. Looking back, it turned out to be one of the most rewarding decisions of my career because it gave me the chance to work closely with creators, partners, and teams across the ecosystem while helping build experiences that today reach millions of consumers.
What’s harder: taking a bold decision or sticking with it when things go wrong?
I think sticking with a bold decision during difficult moments is much harder. Taking the decision itself often comes from instinct, excitement, or conviction. But staying committed when challenges show up requires resilience, patience, and clarity of purpose. Over the years, I’ve learned that setbacks are part of growth, and what matters most is how you adapt, learn, and keep moving forward.
What part of AI genuinely excites you—and what part quietly worries you?
One aspect of AI that I find particularly interesting is how it can streamline processes, improve accessibility, and help creators bring their ideas to life more efficiently. What also excites me is how AI can help solve real consumer pain points and make experiences more personalised.
At the same time, I believe human judgment, empathy, and creativity will remain critical. Technology can be incredibly powerful, but it still needs people to guide it responsibly and ensure it serves a meaningful purpose. For me, AI works best when it complements human creativity, not when it tries to replace it.
Rapid Fire
- Current car: I currently live in Singapore, so most of my travel happens through public transport, given how efficient and well-connected the city is
- Dream car/bike: Any car that delivers a great in-car entertainment experience with Dolby Vision and Dolby Atmos would definitely be exciting for me
- Fitness gadgets you use every day: Smartwatch
- Go-to AI tool: ChatGPT
- Quote you live by: “Be the change that you wish to see in the world.” — Mahatma Gandhi
- Podcast recommendations: Dolby Creator Talks