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.

Key insights

• 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...