Spotify: Sunte Ja

Dheeraj Sinha, Noor Samra, Amrita Varma

Spotify was sixth to market in India; to increase its user base by three-fold, grow time spent on the app by 30% and position itself as a mass rather than youth brand it ran a multi-channel campaign to create relevance and own the category codes of largest and latest music collection.

Campaign details

Brand: SpotifyBrand owner: SpotifyLead agencies: Leo Burnett, MumbaiContributing agency: Lodestar UMMarket: IndiaIndustries: Websites, online services, appsMedia channels: Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 1-3 million

Executive summary

JioSaavn and Gaana had captured India's music streaming market. Both enjoyed high monthly active user (MAU) bases and brand visibility through OOH and artist-driven marketing initiatives.

Despite Spotify's global heritage, it was a small player. Spotify is the world's favourite music streaming app, but it was a newcomer to India, having entered as the sixth...

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