Spotify, world’s leading music streaming app, was finally launching in India. Their first campaign ‘There’s a playlist for that’ was hyper-contextual, to build a local connect with the masses so as to establish relevance.
We developed a series of fun portraits going with each of their unique creative. The idea was simple - living in India is chaotic, but the right kind of playlist can help one deal with it.
The campaign
For this one-of-a-kind campaign, the visual quirks, casting, styling and emotions were achieved keeping the headlines in mind. This hyper-contextual campaign required just
the right kind of cast, that added flavour and stayed relevant with the masses.
Instead of going with the obvious choice of models, we chose to work with regular people from our friends lists who perfectly fit the bill. Their personalities seamlessly matched
the nuances of each headline. Going with the international mandate, we had to choose
from 6 colour profiles, which helped the campaign stand out in the cluttered landscape,
such as ours.
The creative agency tackled the most trending troubles of 1153 locations with 1153 unique messages, with multiple fun portraits across the country. From billboards,
bus-shelters, metro stations, airports to college campuses, the entire country was buzzing with Spotify's launch campaign, 'There's a playlist for that'.
