Spotify India: Executing India’s first long-term Twitter trendjacking

Spotify, a music streaming service, executed India's first long-term trend-jacking activity in partnership with Twitter to introduce podcasts into the content mix of learning and self-enhancement among the target audience and position Spotify as the platform where you will always learn new and interesting things.

Campaign details

Brand: Spotify IndiaAgency: Interactive AvenuesRegion: APAC

Strategy

Objective

People are consuming many different formats of content, from online videos to courses and articles. We wanted to introduce podcasts into their content mix of learning and self-enhancement.

Target Audience

The 'Podcast Pe Suna' campaign positioned Spotify as the platform where you will always learn new and interesting things that prompt other people to ask you, "Tune kahaan suna?" making you the most informed person in the room.

Creative Strategy

To promote podcast listening, we turned to a new set of audiences who we hadn't...

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