Spotify gives a sneak-peek into what music Indians played and loved the most in 2019

• The ‘Well Played India’ campaign specifically highlights four key moments of the year and what Spotify users listened to the most, during these moments.
• Right from ‘Diwali cooking’ to ‘post-Diwali workout’, and from the ‘wedding season’ to the ‘traffic’ season that comes along with the weddings, the brand campaign depicts how every situation was accompanied by music.
• The campaign features two TVCs, 25 digital creatives across online and social media platforms, and 15 OOH creatives highlighting culturally relevant audio trends, through the end of the year.
• Spotify’s latest campaign ‘Well-played’ India is an extension of #SpotifyWrapped that celebrates how Indians listened to music throughout the year

Last week, Spotify global started a campaign called ‘#SpotifyWrapped’ and gave a sneak-peek into what the audience from different corners of the world listened to in 2019. The campaign was later followed in India and gained a huge momentum on social media as more than 11,000 users shared their Wrapped cards.

The maximum search volume for #SpotifyWrapped so far, came from Goa, Meghalaya, Mizoram, Delhi and Karnataka. Beyond users and artists, brands and influencers also joined in the -- right from Netflix to Boscia and Akshar Pathak.

To amplify the impact of this consumer engaging campaign further, Spotify is now running ‘Well Played India’, a marketing campaign across TV, outdoor, and digital, to celebrate how Indians listened to music through 2019. The essence of this campaign is to highlight the biggest music streaming trends across the country, based on cultural and seasonal moments of listening.

What differentiates this campaign from Spotify’s previous marketing campaigns here is that ‘Well Played India’ at its core, is powered by data, and an ode to India’s growing passion for music, transitioning from a recreational experience, to a more integral part of the daily social fabric across user moods and moments.


The localised theme of the campaign is designed to build relevance with the local users, who have not experienced Spotify Wrapped, but have been listening to music and podcasts on Spotify since its launch in India earlier this year.

‘‘Spotify Wrapped is unlike any other campaign, and is designed to celebrate the user’s intimate relationship with music. Born through data and powered by the user’s innate passion to explore music, the campaign at its core reflects our value in audio discovery and how we are bringing alive newer music journeys and sounds everyday. “Well played” is a commonly used phrase between friends and family in conversations, and we used it to create relatability to what the Wrapped campaign stands for. Right from users to artists, we’ve seen the sharing of Wrapped cards kick off, and hope that this campaign drives more consumption and sharing,” said Neha Ahuja, Head of Marketing at Spotify India.


The ‘Well Played India’ campaign specifically highlights four key moments of the year and what Spotify users listened to the most, during these moments. Right from ‘Diwali cooking’ to ‘post Diwali workout’, and from the ‘wedding season’ to the ‘traffic’ season that comes along with the weddings, the brand campaign depicts how every situation was accompanied by music.

The campaign features two TVCs, 25 digital creatives across online and social media platforms, and 15 OOH creatives highlighting culturally relevant audio trends, through the end of the year.