Spotify Brings Gullak’s Mishra Family On Board For Its New Diwali Campaign

Spotify has rolled out its Diwali campaign featuring the popular cast of Gullak, encouraging families to make festive preparations more enjoyable through music. Titled ‘Diwali Ki Taiyaari Fun Banao, Spotify Chalao’, the campaign builds on the platform’s earlier initiative, ‘Roz Ke Kaam Fun Banao, Spotify Chalao’.

The campaign highlights how music can transform everyday Diwali preparations, from making laddoos and creating rangolis to untangling decorative lights, into shared moments of entertainment and togetherness.

Featuring the Mishra family from Gullak, the campaign comprises three one-minute films that capture the familiar chaos, humour and warmth of Indian households during the festive season.

In the first film, the family makes laddoos to the beats of ‘Taambdi Chaamdi’. The second features them creating a rangoli while listening to ‘Chaiya Chaiya’, while the third revolves around the family's attempt to untangle Diwali lights, accompanied by ‘Badan Pe Sitare’. Each film showcases how putting on Spotify transforms otherwise routine household tasks into enjoyable family experiences.

The films are currently available on Spotify India's Instagram and YouTube channels.

Commenting on the campaign, Shipra Srivastava, Head of Marketing, Spotify India, said, “Every Indian home has its own little rituals in the days leading up to Diwali. The fairy lights come out, rangoli takes shape, and someone is always sneaking a ladoo before the guests arrive. And somewhere in the middle of all this, there’s music playing in the background, bringing everyone together. That’s the feeling we wanted to capture with this campaign.”

She added that partnering with TVF and the Mishra family from Gullak was a natural fit, given their portrayal of familiar family dynamics. The campaign aims to highlight how music can turn ordinary household activities into memorable experiences.

Spotify also highlighted changing listening patterns during India's festive season. According to the platform, party playlist streams increase by 34% during the period, while devotional music listening grows by 13%, reflecting the combination of celebration and spiritual traditions.

Listening across shared devices and spaces, including televisions, cars and speakers, also rises by 13% compared with the August baseline, reaching a peak of 5.24 million weekly content hours.

The platform further shared that 59% of its weekly users in India say Spotify makes them feel happy and joyful, while 73% say their time on the platform feels more positive than the time they spend on social media. With Indians spending an average of two hours daily on Spotify, the campaign seeks to position music as an integral part of everyday routines, particularly during the festive season.