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 fuelsindividual 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.