Spotify India has launched a new campaign that focuses on building awareness around podcasts and the role audio content can play in a listener’s life, especially as a supplementary addition to their primary activities throughout the day. Based on the insight that podcasts are a great companion for when your hands are busy but the mind is free, the digital campaign highlights content across moments and genres of podcasts.
Listeners in India consume podcasts at different, yet specific moments of the day. What this means is in the morning, religious and news based content is more popular, while learning-based content becomes more popular during the day. Evenings transcend into storytelling - right from comedy and romance, to thriller and horror. The one common thing that binds all these podcasts together is that the listener is engaged only auditorily, usually while completing a task that might not need much mind space.
Neha Ahuja, Head of Marketing at Spotify India, said, “We recognise that there are moments in all of our days when physically we are busy - say, out for a run, cooking at home, driving to get some fresh air - but our minds are free at that time. Those are ideal moments for consumers to listen to a podcast, and with more than 2 million podcasts on Spotify, there is something for everyone, no matter where and when they want to listen to one.”
The campaign features five ad films (make chores exciting here; enrich your mind during a walk here; keep calm while driving here; listen to your stars here; go down the memory lane here) and will be promoted via online videos, news apps, and social media platforms. The first ad film highlights the storytelling in Bhaskar Bose, while the next two take you down the self-help lane with The Ranveer Show, and Gita For The Young and Restless; then, there’s the one for the astrology believer in you, while the last one is all about nostalgia with Yaadon Ka Idiot Box. The campaign will run for a month, starting March 18, 2021.
There is no doubt that podcasts have become a buzzword over the last few years, and more so in 2020, as people spent more time at home, and both listening and creation of audio content steadily increased in India. Spotify launched more than 30 local podcast Originals during the time, and India became one of the fastest-growing markets for Anchor, a Spotify tool that allows for the creation and distribution of podcasts.