Spotify: Spotify wins over India's filmy dil

Spotify, an audio streaming service, tapped various TV, video and social platforms in India to increase streams, highlight its world-class pedigree, and win its next wave of consumers by showing them it's a global player with an Indian heart.

The marketing objective

The world's most popular audio streaming service, Spotify launched in India three years ago. While Spotify was eagerly accepted by people awaiting a premium curated music experience, the larger market share still remained with older players like Gaana, JioSaavn, and Wynk.

Spotify wanted to cast a wider audience net. To increase monthly active users (MAUs) and streams, we needed an approach that was tailored to local preferences while highlighting Spotify's world-class pedigree. Spotify needed to win its next wave of consumers by showing them it's a global player with an Indian heart.

The target audience

Research revealed...

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