Swedish song streaming giant Spotify has launched its popular family plan in India, which will enable its users to share music content with their family for Rs 179 per month.
The plan comes with several features that include Parental Control, which will allow parents to control the explicit content filter setting for music for all other accounts; Family Mix, which will give exclusive access to a personalised playlist and Family Hub, where the billing user will manage their family setting in one place.
The audio streaming subscription service came up 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 targeted 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.
During the 2019 IPL finals, Spotify India rode the cricket wave using their product promise of 3 billion playlists. Executed by 22Feet Tribal Worldwide, the brand’s initiative included the sharing of a playlist from the first ball to the last.
Amarjit Batra, Managing Director, Spotify India, said, “India is a huge market, and we believe that we have debuted here at the right time, given the size and health of the music industry, the growing creator ecosystem, developing smartphone penetration, and evolving consumer segments towards paid content. We are here to grow the music streaming market and collaborate with artists and creators to make that happen. This, coupled with our consistent pursuit to build the best possible music service that we can through a localised India interface, playlists and more, will enable users to discover and enjoy more music in an intuitive manner."