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<ul><li>The ‘Well Played India’ campaign specifically highlights four key moments of the year and what Spotify users listened to the most, during these moments.</li><li>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. </li><li>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.</li><li>Spotify’s latest campaign ‘Well-played’ India is an extension of #SpotifyWrapped that celebrates how Indians listened to music throughout the year</li></ul>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. 
 
 <div type="image" title="Wrapped OOH 3" msid="72767346" hostid="261"></div>





 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 <keyword id="6118216" type="UNKNOWN" weightage="20" keywordseo="Spotify-India">Spotify India</keyword>. 
	
	<div type="twitter" handle="spotifyindia" handlename="Spotify India" image="http://pbs.twimg.com/profile_images/1085180566880673793/bzcQNnFJ_normal.jpg" favoritecount="15" retweetcount="0" status="At least there are no aunties at the traffic signal asking when you're getting married. Well played, India. Have yo… https://t.co/mGUCdUpegQ" createdat="1576471302000" id="1206434202402480128"></div>





 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. 
 
 <div type="image" title="Wrapped OOH 2" msid="72767457" hostid="261"></div>

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

<ul><li>In order to stand out in the clutter as it entered the Indian market, Spotify launched its marketing campaign called ‘There’s a Playlist for That’ and later, ‘Sunte Ja.’</li><li>The campaigns highlighted India’s daily social fabric, where people use music as a strong medium of emotional connect to navigate through their life. </li><li>Neha Ahuja, Marketing Head, India, Spotify told us how the campaign was shaped and helped the brand reach its objectives. </li><li>Going forward, says Ahuja, the brand aims to increase its focus on accessibility, introduce new features, and get new partners for the same.</li></ul>After Swedish music application Spotify launched into the Indian market, it faced a threat of getting lost in the clutter. A month into the launch and Spotify released a massive marketing campaign called ‘There’s a Playlist for That.’ The brand decided to pay all its attention on the 3 billion playlists available on its platform and reach out to millennials by crafting personalised messages. In an association with Leo Burnett, a hyper-local OHH plus digital campaign was thus launched to have a deeply localised and personalised user engagement with millennials. The campaign was geo-targeted on the basis of cities, neighbourhoods, and important traffic intersections, with one liners that depict relatable life situations and hyper-local cultural nuances. The core insight behind 'There's A Playlist For That' stems from Spotify’s understanding of how users wish to connect with music as a powerful form of emotional expression through playlists, no matter how life changes tracks. The idea was later extended to a campaign starring Anil Kapoor and Ishaan Khattar called ‘Sunte Ja’. According to IANS, <keyword id="6118216" type="UNKNOWN" weightage="20" keywordseo="Spotify-India">Spotify India</keyword>’s Monthly Active Users have grown to 2 million plus, while globally, Spotify has 248 MAUs. The music streaming platform outperformed its goals by 30% in Q3 of 2019. Spotify credits this growth to its strong marketing game and especially its second campaign - Sunte Ja. Neha Ahuja, Marketing Head, India, Spotify told Advertising and Media Insider what made its marketing strategy successful, how they overcame the threats of competition through marketing campaigns, and their plan ahead. Watch the case study to know more: 
 
 
 
 
 <div type="Video" msid="71941248" hostid="261" title="How Spotify Used its ‘3 Billion Playlists’ to Stand out in the Clutter: Case Study" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=71941248"></div>

How Spotify used its ‘3 Billion Playlists’ to stand out in the clutter: Case Study

How Spotify Used its ‘3 Billion Playlists’ to Stand out in the Clutter: Case Study

<ul><li>Spotify launched more than 30 local podcast Originals after the lockdown. </li><li>India became one of the fastest-growing markets for Anchor, a Spotify tool that allows for the creation and distribution of podcasts.</li></ul>Spotify India has launched a new campaign that focuses on building awareness around podcasts and the role audio content can play in a listener’s life, especially as a supplementary addition to their primary activities through the day. Based on the insight that podcasts are a great companion for when your hands are busy but the mind is free, the digital campaign highlights content across moments and genres of podcasts. <div type="Youtube" id="uFbmPHDzhIc" title="Spotify | Make Goals on Morning Strolls" thumbUrl="https://i.ytimg.com/vi/uFbmPHDzhIc/mqdefault.jpg"></div> Listeners in India consume podcasts at different, yet specific moments of the day. What this means is in the morning, religious and news based content is more popular, while learning-based content becomes more popular during the day. Evenings transcend into storytelling - right from comedy and romance, to thriller and horror. The one common thing that binds all these podcasts together is that the listener is engaged only auditorily, usually while completing a task that might not need much mind space. Neha Ahuja, Head of Marketing at Spotify India, highlights the insight and why it made so much sense for podcasts. “We recognize that there are moments in all of our days, when physically we are busy - say, out for a run, cooking at home, driving to get some fresh air - but our minds are free at that time. Those are ideal moments for consumers to listen to a podcast, and with more than 2 million podcasts on Spotify, there is something for everyone, no matter where and when they want to listen to one”, she said. The campaign features 5 ad films and will be promoted via online videos, news apps, and social media platforms. The first ad film highlights the storytelling in Bhaskar Bose, while the next two take you down the self-help lane with The Ranveer Show, and Gita For The Young &amp; Restless; then, there’s the one for the astrology believer in you, while the last one is all about nostalgia with Yaadon Ka Idiot Box. The campaign will run for a month, starting today. <div type="Youtube" id="pxLg2EX3sxo" title="Spotify | Solve Cases while Cleaning Spaces" thumbUrl="https://i.ytimg.com/vi/pxLg2EX3sxo/mqdefault.jpg"></div> There is no doubt that podcasts have become a buzzword over the last few years, and more so in 2020, as people spent more time at home, and both listening and creation of audio content steadily increased in India. Spotify launched more than 30 local podcast Originals during the time, and India became one of the fastest growing markets for Anchor, a Spotify tool that allows for the creation and distribution of podcasts.

Spotify launches its first campaign to build awareness around podcasts and the role audio content can play in a listener’s life

<ul><li>Spotify capitalised on Truecaller’s brand solutions to maximize the brand visibility and saw 30% more clicks in a single day for its launch campaign. </li><li>Zoomcar managed to achieve over 400 million impressions for its brand campaign after using Truecaller</li><li>India is the largest revenue contributor for Truecaller globally</li></ul>When Swedish mobile app Truecaller started buying and selling ad inventories programmatically in 2017, a lot of people were not aware of its potential. Fast forward to now, Truecaller’s programmatic platform has helped brands like Spotify and Zoomcar to capitalize on the platform’s 100 million daily active premium smartphone users in India, to send out their communications and see close to 500 million impressions in one day for their campaigns. Spotify launched in India in February this year and during the launch phase, the music streaming app capitalised on Truecaller’s brand solutions to maximize the brand visibility and saw 30% more clicks in a single day. By using Truecaller’s contextual capabilities, Spotify’s launch campaign, ‘There’s A Playlist For That’ ended up delivering over 500 million impressions in a single day. Similarly, Zoomcar again used Truecaller to reach out to its users across major cities, to promote its three-day offer of 100% off on bookings made towards the end of May, earlier this year. The numbers from both the campaigns are impressive. Both Spotify and Zoomcar saw 500 million and 400 million impressions respectively for their campaigns. We recently spoke to Tejinder Gill, Vice President Global Sales, Truecaller to understand how the programmatic ecosystem has evolved in the country in the past few years. Sharing his views on some of the biggest advantages of using programmatic advertising, Gill said, “When you look at it from a publisher’s lens, programmatic has helped us get better yield. We get more money for our inventory and everything can be optimized automatically at the back-end. We’ve now also started offering guaranteed deals called ‘Programmatic Guaranteed’ through which we can sell all our premium inventories like Roadblocks programmatically.” Gill further shares that moving to programmatic has also helped in bringing about a lot of operational efficiencies. “We no longer need a big team. Currently, three people are managing ad operations and programmatic for Truecaller globally, which includes large markets like India, Middle East and Africa. On an average, these people manage over 100 campaigns a month, which means three campaigns per day, which is a pretty high volume,” adds Gill. It has also helped in regularizing payment cycles, he shares. Gill believes programmatic is very helpful for marketers too, who now know exactly where their campaigns are running, which has given them a lot of confidence and control over their campaigns. “They are also getting better insights and are able to optimize their campaigns. They know how frequently we are reaching out to consumers and what geographies they are from,” he explains. The fact that the pricing is transparent has also helped win over a lot of clients, shares Gill. Speaking about how Truecaller helped them reach their target audience and drive effectiveness, Varun Jha, Chief Marketing Officer, Zoomcar, said, “Through Truecaller, we managed to achieve over 400 million impressions for our brand campaign. By tapping such a large quality audience through Truecaller, we were able to generate user interest that led to direct conversions during our campaign. Having witnessed such exceptional metrics, we would surely partner with Truecaller in the future for our brand promotion.” Sharing her experience, Neha Ahuja, Head of Marketing - India, Spotify said, “Being recent entrants to the Indian music streaming landscape, collaborating with fellow Swedish app Truecaller truly accelerated our launch campaign in India. It helped us gain scale and connect with potential 1.3M users who clicked on our ads through Truecaller.” Gill also feels that programmatic has evolved a lot in the last few years. He shares that close to 70% of marketers are today choosing to transact programmatically. Moreover, during the first phase, only display ads were available programmatically. However, today, YouTube mastheads, and inventory on Facebook and Google can be bought programmatically, which is leading to the entire ecosystem moving towards programmatic. So how important is India for Truecaller in the global scheme of things? ‘Very’, says Gill who shares that India is the largest market for Truecaller globally. “India is far ahead of the curve in terms of programmatic when compared to a lot of other markets like MENA and Africa. We are also the largest revenue contributors and will continue to grow as we scale up,” he adds.

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

BI India Partner

How Spotify used its ‘3 Billion Playlists’ to stand out in the clutter: Case Study

Karuna Sharma

How Spotify Used its ‘3 Billion Playlists’ to Stand out in the Clutter: Case Study

Karuna Sharma

Spotify launches its first campaign to build awareness around podcasts and the role audio content can play in a listener’s life

BI India Partner

How Truecaller Helped Spotify and Zoomcar Reach 500 Million Impressions in a Day

Samarpita Banerjee

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