Campaign India Team
Mar 15, 2023

Spotify proves that women are indeed music to the ears

Watch the film conceptualised by WondrLab here

Spotify has launched a campaign titled ‘The Unheard Playlist’ for Women’s Day. Conceptualised by Wondrlab, the film tries to send out the message about the importance of women artists in every music composition that comes out. 
The film showcases the creation of an enhanced playlist on Spotify, in partnership with Sony Music India, featuring popular duet songs from across the country. However, these tracks are created with the absence of female vocals, suggesting that when the voice of a female is muted, it does not create the desired impact. It then goes on to feature a video message from top Indian women music artists like Asees Kaur, Shweta Mohan, Sanah Moidutty who urged viewers to help them get women’s voices heard. 
Sameet Soni, content-lead, WondrLab India, said, “Modern day advertising is about using platforms in the best manner to engage with consumers. We’ve seen such trends typically in categories such as gaming, interactive videos etc. By muting the female vocals in popular duet songs, in Hindi and other regional languages, we used music innovatively, on a music platform itself.”
Amit Akali, CCO and co-founder, Wondrlab India, said, “What we’ve pulled-off thanks to Spotify and Sony Music India is amazing. And the act has taken a life of its own, with the top music artists in the country actually spreading it and getting our message ‘heard’.”
Client - Spotify India
Marketing manager - Pulkit Mathur
Marketing manager - Lary Noronha
Artist and label partnership manager - Sreekar Suravajhala
Senior editor - Sannidh Shah
Editor music and culture - Vidya Sivalenka
Media coordinator - Dixita Ghelani
Social media lead - Romit Naik
Social media consultant - Tanisha Murarka
Campaign India

Related Articles

Just Published

8 hours ago

Kondurkar Studio responds to ideation controversy ...

The studio credited for the ideation behind the Cannes Lion-winning 'The Steel of India' film claims it is being unfairly targeted for criticism over Wieden + Kennedy's claims to be the originator of the work.

9 hours ago

South Asia Agency of the Year Awards 2024

Celebrating your excellence at Agency of the Year

10 hours ago

Birla Opus' feel-good animated film paints a new ...

‘Make Life Beautiful!' features an animated colourless world, made vibrant by a kid who beautifies spaces with his magical touch

10 hours ago

MasterChow takes retail route as it aims for higher ...

The D2C brand is working on an omni-channel approach, has increased marketing spends by 20% and is aiming to pick 10% Indian market share over the next few years.