Spotify: There's a playlist for that

Dheeraj Sinha, Noor Samra, Amrita Varma

Spotify India ran a multi-channel, localised campaign to support its launch, grow monthly active users (MAU) by 50%, gain 5% TOM and win social media share of voice.

Campaign details

Brand: SpotifyBrand owner: SpotifyLead agencies: Leo Burnett, MumbaiContributing agency: Lodestar UMMarket: IndiaIndustries: Websites, online services, appsMedia channels: Online display, Online video, Outdoor, out-of-home, Radio & audio, Social media, Word of mouth, influencersBudget: 1-3 million

Executive summary

Spotify, a late entrant to the Indian party. How does a late-comer gain leadership in a category where all insights are taken?

The category was locked in narrow insights – music is for partying or romance. Our campaign recognised the bigger role of music – it helps...

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