Following all the fun banter around its launch campaign, ‘There’s A Playlist For That’, Spotify, the world’s most popular audio streaming subscription service, is now live with its first TV-led marketing campaign in the country. This campaign is the first TV, and first multilingual campaign for the brand in India, and targets users across the country. Bollywood actors Anil Kapoor and Ishaan Khattar have been roped in to feature as key protagonists in the ad films and stills; the campaign also includes the use of other channels, including digital and OOH.
This campaign stems from the insight of how music has become a vital part of India’s daily social fabric, where users use music as a strong medium of emotional connect and resonance to navigate through their life. Right from coping with tough situations, and celebrating happy ones, to managing the common conflict between personal ambition and social norms, some kind of dichotomy fuels individual lives. Through it all, Spotify provides an uninterrupted experience, based on the vast music library and the option to play tracks anytime, anywhere.
‘Our insights highlight how music is an integral part of our users’ social and solitude experiences. Since our launch in India, we’ve engaged with our listeners based on how they experience music. The new campaign reinforces how seamlessly Spotify fits into their lives through availability of 50 million tracks, including the latest and most popular, access to 3 billion plus editorially, algorithmic and user-curated playlists, seamless integration across apps and hardware, and the ability to listen to music, regardless of what they’re doing – working out, cooking, or multi-tasking on their phone.
– Amarjit Batra, Managing Director – India, Spotify.
The campaign features four TVCs in Hindi, Telugu, and Marathi, and are being aired on popular GEC, movies and English cluster channels, in addition to a few regional channels. There are also creative activations across online and social media platforms, to amplify the digital conversations, including interactive digital engagements that feature Anil Kapoor, Ishaan Khattar, and other artists and influencers on Twitter, Instagram and Facebook.
Rajdeepak Das, Managing Director India & Chief Creative Officer South Asia, Leo Burnett said, “The youth in India often deals with the pressures of judgement, individuality, social norms, and more; in this chaos, music acts like a companion. In this campaign, Anil Kapoor makes a cool dad, who even in his 60s, is as young and energetic as a 20-year-old. Ishaan as the son is India’s new generation – full of energy and optimism. We had a riot of fun creating this campaign with both the brand and creative teams and Shakun Batra, the director. You can see the energy, and feel the vibe in the ads. We are very proud of this campaign, and are sure it is going to do great for the brand”.
Spotify transformed music listening forever when we launched in 2008. Our mission is to unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators. Everything we do is driven by our love for music.
Discover, manage, and share over 50 million tracks for free, or upgrade to Spotify Premium to access exclusive features including offline mode, improved sound quality, Spotify Connect and ad-free listening.
Today, we are the world’s largest music streaming subscription service with a community of 217 million users, including 100 million Spotify Premium subscribers, across 79 markets.