Spotify launches new campaign to highlight its premium proposition

The audio streaming platform uses day-to-day situations to show how music, without interruption, can elevate moments that matter.

Spotify Premium in India, the audio streaming service has launched a fresh campaign in four languages - Hindi, Tamil, Telugu, and Malayalam - to highlight how unexpected, special moments in listeners' lives can be soundtracked by uninterrupted music. 

Resonating the sentiment of “pal banega, ab music non stop chalega”, the new advertisement leans on the nostalgia created by shared music experiences amongst a group of millennials to show how a song, which plays unexpectedly and uninterrupted, can immediately set the mood and create a moment. There is another film in the pipeline that will go live in the coming week.

Neha Ahuja, Head of Marketing, Spotify India, said, “This year, we are focused on moving more and more users to our Premium tier with plans and payment options designed for our listeners in India, through brand partnerships, and by creating unique experiences. The new campaign highlights the importance of connections in India, and the role that music plays in bringing people together to create these moments. The situations in these films stem from daily experiences, and we hope that our listeners relate to them”.

Spotify offers several Premium plans for users in India, such as mini, individual, duo, family, and student, along with over 15 options to sign up through prepaid and recurring. The audio streaming platform also recently launched UPI payments for recurring subscriptions and free trials, making Premium accessible to a wider user base in the country. Spotify is also currently running a three month free trial of Premium.