How All By Play’s Campaign Took ‘Alfaaz’ To No. 1 On Spotify India And Pakistan
Hamza Malik and Zain Zohaib’s track achieved the milestone after a three-month, customised 360-degree marketing campaign, said founder Dhaval Kothari
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Alfaaz’, featuring Hamza Malik and Zain Zohaib, has entered the Global Top 100 and reached No. 1 on Spotify’s daily charts in India and Pakistan, marking a milestone in music marketing agency All By Play’s five-year journey. The track has also charted in international markets, including the UAE and Canada.
Sharing the campaign’s journey on LinkedIn, Dhaval Kothari, founder of All By Play, said the strategy focused on building a culture around the song rather than relying on conventional promotional tactics such as playlist additions, sponsored advertisements or influencer marketing.
Over three months, the agency developed a customised 360-degree music marketing campaign combining emotion-led storytelling, cover artists, music and art communities, Instagram Reel transitions, strategic content seeding, data-led audience building and continuous performance marketing.
According to Kothari, the campaign was designed around insights, with each activity serving a specific purpose across different phases of the rollout.
The song’s performance has extended beyond streaming platforms, with the track resonating with diaspora audiences across Canada, the US and the UK. Kothari also highlighted Zain Zohaib’s international performances as another factor adding to the song’s growing cross-border presence.
The campaign reflects a broader approach to music marketing that places community building and cultural relevance alongside streaming performance. Rather than focusing solely on immediate numbers, the strategy sought to create conversations and sustained engagement around the track.
For All By Play, the milestone also underscores its approach to developing song-specific marketing strategies. As the agency marks five years in the industry, Kothari reiterated that every song requires an individual strategy to help its audience connection travel further.
Expressing gratitude to Hamza Malik, Zain Zohaib, the label, partners, the All By Play team and listeners, Kothari described the achievement as an important moment in the agency’s journey, adding that the team was only getting started.