The campaign, which is called 'There’s A Playlist For That’, is a hyper-contextual out-of-home (OOH) and digital campaign that is localized and personalized for users. It is geo-targeted based on cities, neighbourhoods, and important traffic intersections, with one-liners that depict relatable life situations and hyper-local cultural nuances.
For example, the ad for a south Mumbai hoarding that reads ‘Dating a boy from the ‘burbs’? There’s a playlist for that – ‘Long Distance’, is a humorous take on the longstanding south Mumbai – north Mumbai love affair debate.
"Every few kilometres in India, the cultural nuances change, which means that the same music can mean something entirely different to even those who live in the same city,” said Amarjit Batra, the managing director for India at Spotify.
“Understanding this insight of the varying 'when' and 'where' led to the creation of our first marketing campaign in India, which communicates that we have playlists for our users, no matter what the moment.”
"Spotify has three billion playlists, many of which have been made by the fans themselves. With this campaign, we have highlighted that strength and are also encouraging users to make their own playlists.”
For its launch in February, Spotify created an online film celebrating India’s diverse music culture. Both the film and the new campaign were created by Leo Burnett.