Spotify launched a playful television video spot to expand on its first campaign in India launched earlier this year, “There’s A Playlist For That,” which uses location intelligence and cultural nuances to emphasize the platform’s diverse selection of music for all of life’s moods. Published to Spotify’s YouTube and India Twitter, the spot marks the company’s first television and first multilingual campaign in India and will extend to digital and out-of-home (OOH).
The 35-second spot, titled “Slow Breakfast,” shows a father, played by Bollywood actor Anil Kapoor, in the kitchen preparing breakfast for his teenage kids. When one of his sons, actor Ishaan Khattar, notices that his dad is whisking the eggs at a leisurely pace that matches the beat of the song, he changes the song via the Spotify app. In response to this new upbeat song, Kapoor shifts into high gear and starts rapidly chopping vegetables and whisking the eggs. In an excited state, however, he accidentally drops the skillet and the cooked omelet falls on the floor. The kids express their disappointment via sighs and nods, then Kapoor picks right back up from where he started whisking.
The spot reflects Spotify’s creative attempts to connect with the audience in India, the second-most populous country. Earlier this year, Spotify placed geotargeted, personalized OOH ads in important traffic intersections. This highly personalized approach ties into the exclusive features available to Spotify India, including multi-language music recommendations, playlists specifically curated by Indian music experts and new algorithmic playlists tracking music trending in different Indian cities.
“Spotify’s arrival in India is a big step forward in our overall global growth strategy. A fundamental piece of that strategy is staying connected to global culture while allowing room for local adaptation, and we’ve certainly achieved that with our India launch. We’ve worked closely with local teams of researchers, engineers, and cultural tastemakers to ensure this global product is going to be loved, used, and favored by people all over India, whether they’re listening to local Bollywood and Punjabi hits, or discovering curated global playlists of K-pop or Brazilian funk,” says Cecilia Qvist, Spotify’s global head of markets.
“The youth in India often deals with the pressures of judgement, individuality, social norms, and more; in this chaos, music acts like a companion,” said Rajdeepak Das, Leo Burnett’s managing director India and chief creative officer South Asia.
Spotify’s entrance into the Indian market means competition for Gaana, the country’s current most favored on-demand streaming app, according to a report from CyberMedia Research. Among those surveyed, 25 percent ranked Gaana as their top choice followed by 20 percent tied for Apple Music and Youtube, and 14 percent for Wynk. While only 50 percent of respondents said they were aware of Spotify.