Spotify has launched a campaign to highlight how everyday annoying situations can be made fun, with the right song at the right time. As of now, the campaign comprises five films, three of which are in Hindi, while the remaining two are in Tamil and Telugu respectively. The campaign has been conceptualised by Leo Burnett.
The films feature various everyday situations, like being stuck in traffic, roped in to pick garments from stores, or jams caused due to road rage. All the protagonists in the films are seen focusing on the songs they’re hearing, while people around them are busy engaging in their own troubles. The films use trending songs to suggest how unpleasant situations can be turned into a delight, when one is listening to his or her playlist, instead of being bothered about the fiasco happening around them.
Neha Ahuja, head of marketing - India, Spotify, said, “Every campaign we’ve done since launch, whether it was ‘There Is A Playlist For That’, or ‘Sunte Ja’ (keep listening), is based on one deeply relatable insight that music is a vital part of India’s daily social fabric, where listeners lean on audio to navigate through life. Music is indispensable in all our lives, whether to help us cope with tough situations, or to celebrate the happy ones, to manage conflict, or find joy in small moments. This new campaign continues to build on that insight and uses humour to ease moments that we can’t often control.”