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16 June 2021
Music to Indian ears: How Spotify localised to win the India market
Local communitiesPersonalisationLocalisation of international work
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.