Institute of Marketing Communications India®

Spotify India’s recent ad campaign targets the popularity of film music amongst Indians

The pandemic has increased the userbase for online music listeners, especially for the audio- streaming platform Spotify India. India is one of the fastest-growing markets for music, both for creators as well as consumers, according to Spotify.

Their latest campaign in India has been derived from the insight that music from the movies is permanently instilled in our minds and hearts. This happens to an extent that there is an undeniable urge to sing or complete the lyrics when any famous song plays in the background. Spotify India’s ad film “Dil Filmy Toh Suno Filmy” conceptualized by the ad agency Leo Burnett India based upon the above-mentioned insight. It has been made to run across TV ads, including those in Hindi, Tamil, and Telugu, and as a digital campaign too.

The ad features two students playing the Bollywood song ‘Tamma Tamma Again’, at college, and the professor finishes the line by saying ‘Phir kya Daddy kya Amma.’ This indicates that many of us forget what we read a few minutes ago, but when comes to film music, it just sticks to the brain.

“India is a film-loving nation, and most of our occasions, moments, moods, and emotions are incomplete without film music. It’s almost as if those songs are a part of our DNA, whether we are celebrating festivals, looking for inspiration to travel, tracking the next big fashion trend, consuming memes, or engaging in pop culture conversations. Spotify’s curated playlists bring alive many of these experiences, and this new campaign captures just that,” said Neha Ahuja, head of marketing, Spotify India.


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