Spotify
Sunte Ja
We in India really like our music. It’s a big part of our movies, weddings and even our religions. So, when the time came for Spotify to launch in India, we were ready with a fitting marketing campaign.
We knew, that for most people, listening to their favourite songs and artists was more than just a hobby. It was an escape from reality, a stress buster, a background track for a hard day’s work, and a companion that made the journey back home seem shorter. Their music never interrupted their lives. It played on as they went on with their day. Only, a part of them just kept listening.
Our campaign urged music lovers to ‘LISTEN ON…’ with Spotify, and articulated the same as Sunte Ja in Hindi, the most widely spoken local language. We adopted a tongue-in-cheek style of writing that resonated with the youth and addressed issues where music played a key role.
The Beat of a Billion
Now, when it came to the day of the launch, Spotify wanted a groovy music video to announce themselves in the market. Their brief to us said, “It should have the potential to go viral”. And that got us thinking, can we actually engineer music to be a guaranteed hit? That one question set off a project that blurred the lines between creativity and science, to create one of Indian biggest musical hits in advertising. Here’s a short video that captures all the madness that went into its making.
If you can’t get enough of the track, here’s the complete launch video.
There's a playlist for that
A few months into their launch, Spotify came to us for another campaign. This time around, they wanted to own the word and the feature - ‘Playlist’, as it was a key differentiator for them in the Indian market. We took inspiration from all the chaos that is a part of daily life in India, and in true Spotify fashion crafted films and a hyper-targeted outdoor campaign to tell our listeners – No matter what be their chaos ‘There’s a playlist for that’.