With the aim of making music easily accessible to consumers in India, Spotify has launched two Premium Mini plans. The daily plan is priced at INR 7, and the weekly plan is priced at INR 25. Besides providing an ad-free experience, these plans also allow listeners to download and play songs offline, leading to an uninterrupted audio experience.
To deliver the value proposition of these new plans, What’s Your Problem has conceptualised an ad campaign comprising two films – a sangeet dance prep with family, and a college friends’ trip. When the protagonists in the films realise their daily subscription won’t suffice, the weekly mini plan comes to the rescue. The films attempt to strike a chord with the viewers with their light-hearted tone.
Amit Akali, founder and CCO, Wondrlab, said, “In a value-conscious, price-sensitive market like India, encouraging the audience to pay for their music can be a challenge. To address this, our attempt was to focus on fresh and relatable situations. For example, all of us, with two left feet and more, have stolen the show at sangeet ceremonies. We all have gone out of our way to please our romantic interest in college days. The director, Vishwesh Krishnamoorthy of Corcoise Films, with his outstanding knack for performances and understanding of natural situations, did a great job.”
Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps