Conceptualized by What’s Your Problem, Spotify India’s new campaign leverages daily-life situations of people to promote its new offerings.
With an aim to make music more easily accessible to consumers, Spotify India has recently launched two Premium Mini plans. The daily plan is priced at INR 7, and the weekly plan is priced at INR 25. Besides providing an ad-free experience, these plans also allow listeners to download and play songs offline, leading to an uninterrupted audio experience.
To deliver the value proposition of these new plans, What’s Your Problem (a Wondrlab company) has created an ad campaign that comprises two films – a sangeet dance prep with family, and a college friends’ trip. The films attempt to strike a chord with the viewers with their light-hearted and spirited tone. In line with the Premium Mini plans of Spotify India that are tailored for the youth, the ads also aim to reflect moments that matter to them.
Amit Akali, Founder, and CCO, Wondrlab, said, “In a value-conscious, price-sensitive market like India, encouraging the audience to pay for their music can be a challenge. To address this, our attempt was to focus on fresh and relatable situations. For example, all of us, with two left feet and more, have stolen the show at sangeet ceremonies. We all have gone out of our way to please our romantic interest in college days. The director, Vishwesh Krishnamoorthy of Corcoise Films, with his outstanding knack for performances and understanding of natural situations, did a great job.”