ITV

Tag: There’s A Playlist For That

  • Spotify announces its first national tv campaign in India

    Spotify announces its first national tv campaign in India

    MUMBAI: 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’’, said 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 as 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 goes live with its maiden marketing campaign for india – ‘there’s a playlist for that’

    Spotify goes live with its maiden marketing campaign for india – ‘there’s a playlist for that’

    MUMBAI: Spotify, which launched in India last month, has now unveiled its first campaign here, 'There’s A Playlist For That’, a first of its kind hyper contextual OOH + digital campaign born of the brand’s commitment to create deeply localised and personalised user engagements. The campaign 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. The debut campaign in India centres around the brand’s value proposition to discover over 3 billion playlists that are curated by in-house editors, algorithms, and users to seamlessly complement a user’s diverse range of daily social experiences. The core insight behind
    'There's A Playlist For That' stems from Spotify’s understanding of how users wish to connect with music as a powerful form of emotional expression through playlists, no matter how life changes tracks.

    "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", said Amarjit Batra, Managing Director – India, Spotify. "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.

    With more than 500 creatives across outdoor hoardings and digital banners targeting online and offline audiences, Spotify aims to reach the growing millennial user base. With a quirky and fun execution, every campaign creative is designed and adapted to instinctively connect with local user sentiments. For e.g. A south Mumbai hoarding that reads ‘Dating a boy from the ‘burbs’? There’s a playlist for that – ‘Long Distance’, is a humorous take on the longstanding south Mumbai – north Mumbai love affair debate. The campaign also features 3 unique films, one of which is now live, and the other two will launch over the next few days.

    In addition, to extend its existing outdoor campaign to digital, Spotify is also using its social media channels, primarily Instagram, encouraging followers to share quirky life scenarios for which the

    brand has existing playlists; the humorous responses will be posted as the Spotify India's Instagram stories.

    Speaking on the launch of the Spotify India campaign Rajdeepak Das MD India & Chief Creative Officer South Asia, Leo Burnett said “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.”

    While every user experiences their day in a unique manner, Spotify believes that a collective range of distinct emotions is what binds this global community of music passionate fans. Through this campaign, Spotify encourages users to journey through their day with an unmatched creative range of playlists that reflect local culture, moods and social moments. So, however your day is shaping up, there's a playlist for that.