Spotify’s new campaign highlights the ease of tuning into music playlists for every mood
Music is an integral part of all our lives, and most of us love sharing our recommendations with friends and families. We also get to be the official or unofficial DJs at social gatherings, queuing up one song after another, so the mood and moment keep up for everyone in the room. Imagine how easy it would be if you could just hit ‘play’ once and socialize, or sit back and relax; even better, imagine passing on the DJ baton to your parents, older siblings, aunts, and uncles, who just have to press and playback to back music for their guests.
Spotify’s new marketing campaign, kicking off today, highlights this ease of listening to music playlists, by using common moments at homes in India, and localizing the story for listeners in different parts of the country. This is Spotify’s first regional campaign for its new TV commercial.
To build a national appeal for the campaign, the audio streaming platform has brought on board two of India’s film industry stalwarts – Anil Kapoor, and Nagarjuna. While the first ad featuring Anil Kapoor is now live, the one with Nagarjuna will also go live over the next few days.
Neha Ahuja, Head of Marketing – India, Spotify said, “Listeners often know the first few songs they want to listen to, and then they ask friends and family around on which song to play next. Playlists provide a seamless audio experience that cuts out this friction, and with a simple press and play, there are many songs lined up without any other human intervention. No matter the age or location, music lovers are always looking for ways in which they can make music an intrinsic part of their daily lives.”
An integral part of the campaign’s narrative is to highlight the family dynamics and relationships, and how music soundtracks every Indian household with tracks spanning across eras – right from the 70s and 80s to the latest beats. With over 4 billion ready-made playlists on the platform, including thousands made by our editorial team, and across diverse moods, moments, and experiences, there is something for everyone.
The upcoming ad, which features Nagarjuna shows his playing father to his on-screen daughter, who is preparing to go study abroad, and he talks about how he’ll miss all the music she curates for him. The daughter instantly suggests that he picks a playlist on Spotify for every occasion, highlighting that music is for everyone, and very easy to find and play on the app.