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Spotify launches first national TV campaign in India

The campaign by Leo Burnett stems from the insight of how music has become a vital part of India’s daily social fabric

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Spotify, the audio streaming subscription service, is now live with its first TV-led marketing campaign, ‘There’s A Playlist For That’, in the country. The first TV and first multilingual campaign for the brand in India, it targets users across the country. Bollywood actors Anil Kapoor and Ishaan Khattar feature as key protagonists in the ad films and stills. The campaign also includes the use of other channels, including digital and OOH.

The 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.

Amarjit Batra

“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

The campaign has been conceptualised by Leo Burnett. 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.”

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