This is Spotify's first campaign in India, a market the music-streaming service first entered in March with the launch of a new film.
The campaign, by Leo Burnett India, hopes to appeal to consumers by serving them 500 outdoor hoardings and digital banner ads that suggest one liners about situations relating to their city—or even their neighbourhood—and following up with the tagline 'There's a playlist for that'. A clear nod to Apple's 2009 trademarked 'There's an app for that', but Ad Nut presumes all parties are just fine about that.
Here's the poster for South Bombay, for instance:
Ad Nut likes the idea of localisation. When done well, it can make the shivers run through Ad Nut's fur coat at the feeling of being directly spoken to wherever you stand and whatever you are doing at a precise moment in time.
Of course, there's a risk you'll get the sentiment of many viewers in a place entirely wrong, which is why Ad Nut feels Spotify has played it fairly safe with some of the ads, which aren't so much localised—the below is destined for very general 'malls and hangout places'—and thus don't have as much potential for charm. "Hyper-local cultural nuances"? The below...not so much.
Still, the ads are simple and appealing and will no doubt be effective.
Ad Nut is actually more of a fan of the film at the top of this page, the first of three, with two more due to launch soon. Less about playlists suiting a particular geography and more about them suiting a particular life situation, this is such a slick, well-crafted and funny mini-movie that Ad Nut wanted to watch it again and again.
MD – India: Amarjit Singh Batra
Head of Marketing, India – Neha Ahuja
Creative Agency: Leo Burnett
MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das
MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha
National Creative Director: Vikram Pandey
Creative Team: Brahmesh Tiwari, Alisha Sharma, Kiran Talegaonkar, Geo Joseph, Yogesh Malsekar, Aakansha Saxena, Anugrah Gopinath, Sanjeev Dal Chand Kumar, Vinayak Ghadigaonkar, Brijesh Joshi, Mihul Bhatt, Soumyadeep Purkayastha, Roshan Sunil, Vishwa Khare, Anish Sundaran, Ameya Bahulekar, Dhruv Vashishth, Varuna Sharma, Jugal Chudasama, Janil Gada, Jasmine Kaur, Rohan Rane, Priyanka Hodavdekar
COO, West: Rakesh Hinduja
VP: Aman Sheikh
Business Head: Niharika Talwar
Brand Services Director: Kunal Jhamb
Sr. Account Manager: Aastha Mantri
Account Manager: Durgesh Thakare
Production Company: Adventure
Photographer: Avinash Jai Singh
Producer: Rahebar Sonawalla, Juhi Merchant
Stylist: Karishma Vandrewala
Make up: Bhavya Arora, Pooja Rohira
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