Spotify, which was launched in India in February, has unveiled its first campaign ‘There’s A Playlist For That’, across the country. The unique advertising campaign spanned across different mediums such as hyper-contextual OOH, digital and radio.
The marketing initiative has been created keeping in mind the brand’s dedication to create localised and personalised user engagements. The billboards with unique taglines resonating surrounding avenues and geographical area were splashed all across big cities. For example, the advert for a south Mumbai hoarding that reads ‘Dating a boy from the ‘burbs’? There’s a playlist for that – ‘Long Distance’, is a quirky take on the longstanding south Mumbai – north Mumbai love affair debate.
Another billboard with the ad “when you’re the only one who mass bunked” – There’s a playlist for that – ‘Dhokha, was strategically located in South Delhi’s popular hot spot for youngsters.
Spotify has three billion playlists, many of which have been made by the fans themselves. With this campaign, the audio streaming platform has highlighted their strength and also prompted users to create their own playlists. Moreover, the app gives you a weekly suggestion of a playlist based on your listening pattern as well as on the music that you like listening to repeatedly.