Music to Indian ears: How Spotify localised to win the India market | WARC | The Feed
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Music to Indian ears: How Spotify localised to win the India market
Since entering a crowded Indian music streaming market two years ago, Spotify has been winning by leveraging local insights and speaking to consumers in a personal tone, the brand’s India head of marketing tells WARC.
- Spotify has ensured there is product differentiation and used that to build brand love in a commoditised category.
- Strong human insight – that music is for everyone – and local cultural nuances ensure the product suits the different regions in India.
- To cater to value-conscious Indian consumers and make them want to upgrade, Spotify has launched a series of plans specifically designed for...
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