“There’s a playlist for that” ad campaign by Spotify is highly relatable to urban youth

After entering the Indian market earlier this year Spotify, a global music streaming app began its marketing journey with a refreshing film taking youth at the center of the conversation and how they enjoy music.

Led by Amarjit Singh Batra( former OLX India head) the company has roped in Leo Burnett and DDB Mudra on board for its creative and digital duties, respectively and ready to counter the big names in music streaming marketing in India like Gaana, Saavn, Wynk, Amazon Music and other existing music streaming apps in the country.

There is a huge list of creatives that are seen on outdoor, and digital platforms. The campaign has been geo-targeted on the basis of cities, neighborhoods, and important traffic intersections, with one-liners that depict relatable life situations and hyper-local cultural nuances.

Most of these ads are extremely topical, and hyperlocal in nature. They are attempting to talk to a consumer in the present and at the place where he is standing, working, reading, or eating. Through this campaign, the brand is clearly targeting the young audiences that are extremely interested in the music of any kind.