Spotify unveils maiden marketing campaign for India

02 Apr,2019

0By A Correspondent


Spotify has unveiled its first campaign titled ‘There’s A Playlist For That’, a hyper-contextual OOH plus digital campaign born of the brand’s commitment to create deeply localised and personalised user engagements. The campaign – created by Leo Burnett – has been geo-targeted on the basis of cities, neighbourhoods, and important traffic intersections, with one liners that depict relatable life situations and hyper-local cultural nuances.


Said Amarjit Batra, Managing Director – India, Spotify: “Every few kilometres in India, the cultural nuances change, which means that the same music can mean something entirely different to even those who live in the same city. Understanding this insight of the varying ‘when’ and ‘where’ led to the creation of our first marketing campaign in India, which communicates that we have playlists for our users, no matter what the moment “Spotify has 3 billion playlists, many of which have been made by the fans themselves. With this campaign, we have highlighted that strength and are also encouraging users to make their own playlists”, he added.


Added Rajdeepak Das, MD India & Chief Creative Officer South Asia, Leo Burnett: “With so many curated playlists, Spotify has something for everyone; whatever be your mood – there’s a playlist for that. It is a fun execution of everyday life situations where things can go from good to bad, or bad to good but remember there is a playlist for that too. The strength of the campaign is that it is hyper – localised and the execution is not only city specific or area specific but even situation and local quirk specific.”



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