MAM

Spotify’s Sunte Ja hits the high note with Indian consumers

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/23/spotify.jpg?itok=7otPAPRU

MUMBAI: Spotify India’s first multi-lingual national TV-led campaign ‘Sunte Ja’ has struck a chord with consumers in the country with its strategic media mix of TV, OOH and Digital. This campaign follows Spotify’s first geo-localised and hyper-contextualised marketing campaign ‘There’s A Playlist For That’. Featuring Bollywood actors Anil Kapoor and Ishaan Khattar, the current campaign is built on the insight that music is in the social fabric of all we do - right from daily experiences to special moments.

The campaign’s creative digital activations generated 3 billion impressions, and digital amplification of the TVC and native films have garnered 350+ million views since its launch. 

As a part of the campaign, a total of 4 TVCs in Hindi, Telugu, and Marathi, aired across 75+ GEC, movies and English cluster channels, as well as a few regional ones. 

To get people talking (and streaming) even more, Spotify launched an artist-led OOH campaign where names of popular tracks were synchronised to create quirky one liners that appeal to the audience’s emotions and sentiments. The 100+ OOH billboards also featured artists who sang those tracks, including Amit Trivedi, Badshah, Armaan Malik, Diljit Dosanjh, Vishal & Shekhar, Sunidhi Chauhan, Nucleya, Shanker Ehsan Loy, Salim Sulaiman, Jonita Gandhi, Justin Bieber, Taylor Swift, Kate Perry, Alan Walker and Shawn Mendes. Recognising key factors such as visibility, a larger creative canvas, being less intrusive, and an effective capture of off-screen time, Spotify used OOH as a pivotal media for ATL communication as part of its larger media strategy across metros and regional markets.

In addition to TV, the ‘Sunte Ja’ campaign also leveraged digital channels to integrate Spotify’s value proposition of its wide music library, on social media. Spotify took Antakshari, a game so culturally ingrained in India and gave it a modern-day twist, garnering 8100 engagements and reaching 4.1 million people. Spotify also released  six digital films - Chill Karo, Bae, Calm Down, Happy To Be Home, Bollywood Mush and Focus Now - that visually represent everyday millennial struggles and music as the background score in those situations. Viewed over 3.5 million times, the films resonated well with the audience. 

The TV ads were also amplified across digital platforms - Slow Breakfast, What’s in the Age, What’s the score? and ‘K’ Pops, which highlighted that users have access to the latest music and uninterrupted background play. In fact, K-Pops, a film created for India’s K-Pop community used ‘Boy with Luv’ by BTS as the soundtrack, led to unprecedented engagement. #AnilKapoor trended in India for his “cool dad” role in the film, resulting in the BTS Army accepting him as one of their own. The film crossed over 1 million views on social media in just 12 hours and received 63k engagements-- comparable to Bollywood film trailers in the same time period.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/Moving%20Walls.jpg?itok=H0Ytu86b
Moving Walls And TPS Engage announce global DOOH partnership

NEW DELHI: Moving Walls and TPS Engage have entered a global partnership to accelerate the adoption of automated and audience-driven OOH (Out-of-Home) and place-based advertising.  As part of the initial deal, Moving Walls Group’s supply-focussed subsidiary, Location Media Xchange (LMX) will enable...

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/15/vishwanath%20shetty.jpg?itok=0NWI4kMP
Pocket Aces finds growth in brands seeking performance marketing

NEW DELHI: The lockdown saw a double whammy – people stuck at home with an appetite for content and the inability to venture out and satiate that demand. While content creators tried to produce new and interactive content, this also gave an opportunity for brands to engage with online audiences by...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/eyw.jpg?itok=cclmPDHV
Eyetalk Media Ventures launches data-driven audience measurement tool

NEW DELHI: Content-driven integrated DOOH media company, Eyetalk Media Ventures has launched PEOPLE - a unified data management platform that gathers, organises and activates first, second- and third-party data. While the OOH industry post the Covid2019 pandemic moves from selling location - media...

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/affle.jpg?itok=9UE23X1a
Affle appoints Martje Abeldt as chief revenue officer of RevX Platform

NEW DELHI: Affle (India) Ltd, the consumer intelligence technology company, today announced the appointment of Martje Abeldt as chief revenue officer - Affle RevX Platform to strengthen its leadership team as part of Affle2.0 growth strategy. In his new role, Abeldt will drive business and platform...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/pet.jpg?itok=GQoLoiyz
Wiggles launches India’s first 100% alcohol-free sanitizer for pets

Considering the growing hygiene and sanitation related concerns by pet owners and more so during the COVOD-19 pandemic, preventive pet care brand Wiggles launches India’s first 100% alcohol free and pet-safe instant sanitizer. Wiggles’ ‘Instant Pet Sanitizer’ is the first of its kind hassle-free...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/ramnik.jpg?itok=CpRqNEjQ
Motilal Oswal launches new TVC campaign 'Skin in the Game'

NEW DELHI:  Motilal Oswal Mutual Funds has launched a new TVC lead ad campaign - ‘Skin in the Game.’ Conceptualised by Mullen Lintas, the 'Skin in the Game' proposition helps demonstrate the conviction that the brand has in its product and a reason why investors should trust the brand. 

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/corntios.jpg?itok=9YDGF4ba
Cornitos expands business ops with e-commerce website

NEW DELHI: Snack brand Cornitos has announced the launch of its e-commerce website, with an aim to offer easy and safe accessibility to its customers. The decision has come at a point of time when business across verticals are witnessing a dip in the sales as manufacturing and distribution were...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/neha.jpg?itok=8S-U0LZ9
Scroll Mantra wins PR mandate for Airmeet

NEW DELHI: Scroll Mantra, an integrated communication agency in India, bags the PR mandate for Airmeet, an all-in-one platform for virtual events, summits, meetups and workshops for communities and enterprises. Scroll Mantra bagged the mandate after a competitive review in which a few leading...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/14/barc1.jpg?itok=BKujsrgg
Lux Toilet Soap is top brand in BARC week 26 ratings

NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 27 June to 3 July 2020, respectively. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required