In 2019, Spotify launched the “There’s A Playlist For That” campaign in India, highlighting its extensive playlist offerings for various moods. Now, five years later, the Swedish audio streaming giant returns with a new campaign emphasizing the personalization capabilities of ‘Spotify Mixes’.

This new campaign by Spotify India features a trio of 30-second ads created by Leo Burnett, the same agency behind Spotify’s debut campaign in India. These ads demonstrate how adding “Mix” to a search query in the app generates a personalized playlist.

While the concept is engaging and useful, it’s not entirely new. Spotify Mixes were first introduced in March 2021, described as playlists that start with songs you like and update with songs Spotify thinks you’ll love.

Among these, the Daily Mix is Spotify’s most popular personalized playlist inspired by Spotify Mixes. The app’s algorithm creates these personalized playlists by considering various factors, such as individual listening habits, the timing of listening, songs added to personal playlists, and the listening patterns of users with similar tastes.

Unlike previous Indian campaigns that featured celebrities like Anil Kapoor, Ishaan Khatter, and Yashaswini Dayama, the new ads focus on delivering their message without star power.

In India, Spotify competes with other major audio streaming services, including YouTube Music, Amazon Prime Music, Apple Music, JioSaavn, and Gaana.

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