{"id":12430,"date":"2022-09-21T11:08:24","date_gmt":"2022-09-21T05:38:24","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=12430"},"modified":"2022-09-21T11:08:24","modified_gmt":"2022-09-21T05:38:24","slug":"spotify-indias-communication-strategy","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/","title":{"rendered":"Spotify India\u2019s communication- A case of Spot-On messaging"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12430\" class=\"elementor elementor-12430\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-13bc353 elementor-widget elementor-widget-text-editor\" data-id=\"13bc353\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>\u201cWe are now the clear number one music streaming service in India, judging by engagement. As engagement grows, our playbook momentum continues to increase.\u201d &#8211; Alex Norstr\u00f6m, the chief freemium business officer at Spotify, sounded happy, and perhaps a little relieved when he spoke these words at the Spotify Investor Day presentation in early June 2022.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3578e52 elementor-widget elementor-widget-image\" data-id=\"3578e52\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"744\" height=\"297\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-1.jpg\" class=\"attachment-full size-full wp-image-12447\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-1.jpg 744w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-1-300x120.jpg 300w\" sizes=\"(max-width: 744px) 100vw, 744px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9249010 elementor-widget elementor-widget-text-editor\" data-id=\"9249010\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Alex Norstr\u00f6m during Spotify Investor Day 2022<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Spotify has reason to be excited. Just as for Netflix and Amazon Prime, India is the Everest to be conquered for Spotify. The Indian music streaming market is projected to cross $900M by 2025. This is just a small slice of the potential pie, since user penetration by 2025 is expected to be only 6%, leaving a large headroom for growth.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d176719 elementor-widget elementor-widget-heading\" data-id=\"d176719\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Category Challenges in the Indian music market<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb21d94 elementor-widget elementor-widget-text-editor\" data-id=\"cb21d94\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Let\u2019s take a look at a typical Indian music consumer. She loves listening to music. Unlike video which demands undivided attention, music can complement pretty much any job in her life, in addition to forming its own source of entertainment.<br \/><br \/>However, she faces a couple of issues when it comes to enjoyable music consumption:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-176fae7 elementor-widget elementor-widget-text-editor\" data-id=\"176fae7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Discoverability<\/strong> &#8211; No one wants to listen to songs they don\u2019t like. But there are literally billions of songs, and finding the few that she wants to listen to is a complex task. Left to herself, finding the right song for the occasion would be very taxing cognitively. It also comes with the nagging sensation that she is leaving out finding new songs which she would have liked had she gotten a chance to listen to them.<br \/><br \/><strong>Popularity<\/strong> \u2013 Music is a leading indicator of the popular culture, and knowing about and enjoying the \u2018right\u2019 music will increase her popularity with her peers. Music is also a great social adhesive. But in order to use it effectively, it\u2019s important not just to know the currently popular songs, but also to know them when it matters. Keeping up with the hit songs of the season is a chore usually best left to someone more \u2018in the know\u2019.<br \/><br \/><strong>Relevance<\/strong> \u2013 This is a slightly more nuanced problem. In addition to popular music, she also likes to listen to music that\u2019s personal and relevant to her. This could range from hidden gems to regional language hits to classics. She needs a steady diet of these as well to round up her musical meal. And in a country like India with dozens of regional languages and rich musical heritage, it\u2019s not easy to consistently unearth or acquire relevant songs to keep her engaged. This is much more of a problem in India than in other more homogenous language markets.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-652f79c elementor-widget elementor-widget-image\" data-id=\"652f79c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-17.png\" class=\"attachment-full size-full wp-image-12446\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-17.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-17-300x300.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-17-150x150.png 150w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-17-768x768.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dce7cb elementor-widget elementor-widget-text-editor\" data-id=\"4dce7cb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Any music streaming player looking to acquire and retain this customer would need to cater to these needs.<br \/><br \/>Further, unlike video streaming, where players like Netflix and Amazon Prime pour in billions to acquire original content, there is precious little differentiation in the audio industry. Most popular songs that are available to JioSaavn will be available to Gaana and Spotify as well.<br \/><br \/>So if everyone is equal, how do you differentiate? And if consumers can easily move from platform to platform to listen to music, how do you keep them coming back to you?<br \/><br \/>And how do you do it when you are one of the last players to enter the party?<br \/><br \/>You do it by using an age-old marketing mantra \u2013 Positioning. It\u2019s all about occupying a clear mind space in the minds of your potential consumers. And Spotify\u2019s positioning is around playlists. Right from its early days, Spotify has stood for playlists in the minds of consumers.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67545b0 elementor-widget elementor-widget-heading\" data-id=\"67545b0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Curating a world \u201cfor me\u201d<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a90de0d elementor-widget elementor-widget-text-editor\" data-id=\"a90de0d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Consumers today increasingly feel like leading a \u2018curated\u2019 life where news, views, content and even ads are customized as per their unique needs, preferences or world-view. This has led to more focus on cherry-picking parts of the world they feel best suit their desires and wants, and creating \u201cexperiences\u201d that define those needs. This is where playlists become important.<br \/><br \/>Because they solve all three challenges \u2013 Discoverability, Popularity and Relevance, by letting consumers not only build a list of songs that are relevant to them but also by letting them discover popular and relevant songs from their friends.<br \/><br \/>Curated playlists have become so pervasive that both brands and personalities have latched on to this trend.<br \/><br \/>It\u2019s no surprise then that when Barack Obama launched the first part of his presidential memoir \u201cA Promised Land,\u201d he preceded it with the release of a playlist of songs.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0756fdd elementor-widget elementor-widget-image\" data-id=\"0756fdd\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"564\" height=\"607\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-1.png\" class=\"attachment-full size-full wp-image-12448\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-1.png 564w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-1-279x300.png 279w\" sizes=\"(max-width: 564px) 100vw, 564px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bbb784c elementor-widget elementor-widget-text-editor\" data-id=\"bbb784c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>And he released his playlist on Spotify. That was no coincidence.<br \/><br \/>Brands are not far behind either. Fitness enthusiasts regularly turn to motivational music to keep themselves inspired during workouts. Nike cleverly used playlists to curate their own music their customers could work out to.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1db3333 elementor-widget elementor-widget-image\" data-id=\"1db3333\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"858\" height=\"1316\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-2.png\" class=\"attachment-full size-full wp-image-12449\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-2.png 858w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-2-196x300.png 196w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-2-704x1080.png 704w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-2-768x1178.png 768w\" sizes=\"(max-width: 858px) 100vw, 858px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebbfed3 elementor-widget elementor-widget-text-editor\" data-id=\"ebbfed3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Well begun is half done &#8211; identifying a solid positioning helped clarify a strong communication strategy for Spotify. The next step was to bring it to life through the line for the consumers to raise awareness.<br \/><br \/>And Spotify has succeeded in that endeavour so far. Their communications game in India has been mostly spot-on, and has succeeded in landing its positioning in the consumer\u2019s mind.<br \/><br \/>These are the reasons why they were able to do that:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8676502 elementor-widget elementor-widget-heading\" data-id=\"8676502\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. Clear and single-minded communication from launch  \n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70a8c35 elementor-widget elementor-widget-text-editor\" data-id=\"70a8c35\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Spotify\u2019s key direct competitors in the Indian market, Gaana and JioSaavn, started their communications in 2014. They spent 5 years building the streaming category in India before Spotify made its entrance in 2019. During this early phase, both JioSaavn and Gaana focused on building the nascent streaming category and driving a behaviour change in Indian consumers, encouraging them to stream songs instead of downloading them. They focused on key messages like the power of music to set and create moods and emotions, as well as the benefits of streaming vs downloading.<br \/><br \/>Then Spotify came in and cleverly built on top of that.<br \/><br \/>Almost from the outset, Spotify focused on clear and sharp communication of its positioning, with its now famous \u201cThere\u2019s a playlist for that\u201d campaign.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-282f1db elementor-widget elementor-widget-video\" data-id=\"282f1db\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=uyzGSQvIiAk&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-516cd33 elementor-widget elementor-widget-video\" data-id=\"516cd33\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=tFoZeTG0aqA&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff8943c elementor-widget elementor-widget-text-editor\" data-id=\"ff8943c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This clear, single-minded communication helped instantly differentiate Spotify from its competition. This step almost seemed prescient when the overall category growth exploded in the very next year (2020) because of the pandemic-induced shutdown. When more and more people began accessing music streaming to fill idle time at home, Spotify, with its clear differentiation, was in a great spot to acquire these new category entrants. Within 2 years of launch, Spotify cornered 15% of the market share, at par with Wynk Music.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8eef296 elementor-widget elementor-widget-heading\" data-id=\"8eef296\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. Hyperlocal contextual messaging for instant recognition<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-583f08e elementor-widget elementor-widget-text-editor\" data-id=\"583f08e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Perhaps the most well-known execution of \u201cThere\u2019s a playlist for that\u201d campaign are the famous billboards. The billboards featured aptly named playlist names and the text used to describe situations reflected the social fabric of urban India brilliantly, thus immediately resonating with the target consumer.<br \/><br \/>Hyperlocal contextual messaging also ensured that the messages themselves reflected the cultural zeitgeist of the location in which they were placed.<\/p><p>For instance, this board appeared in Bengaluru, India\u2019s startup hub:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3524f32 elementor-widget elementor-widget-image\" data-id=\"3524f32\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1064\" height=\"591\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-3.png\" class=\"attachment-full size-full wp-image-12432\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-3.png 1064w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-3-300x167.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-3-768x427.png 768w\" sizes=\"(max-width: 1064px) 100vw, 1064px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef9b36a elementor-widget elementor-widget-text-editor\" data-id=\"ef9b36a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Whereas this board appeared in Mumbai:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7458bcb elementor-widget elementor-widget-image\" data-id=\"7458bcb\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"727\" height=\"406\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-4.png\" class=\"attachment-full size-full wp-image-12433\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-4.png 727w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-4-300x168.png 300w\" sizes=\"(max-width: 727px) 100vw, 727px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb125ad elementor-widget elementor-widget-text-editor\" data-id=\"fb125ad\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Speaking about the success of the campaign, Neha Ahuja, India Marketing head for Spotify had this to say:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27ee60a elementor-widget elementor-widget-video\" data-id=\"27ee60a\" data-element_type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/751562754?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55e308c elementor-widget elementor-widget-heading\" data-id=\"55e308c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3. Getting the social media game right<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84c117f elementor-widget elementor-widget-text-editor\" data-id=\"84c117f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Spotify has played a great social media game from the beginning.<br \/><br \/>A great example of this is their IPL 2019 campaign, where even though Spotify wasn\u2019t an official sponsor, it cleverly rode on the IPL wave by covering the match ball by ball and providing a relevant playlist for each commentary, with its #HarBallPePlaylist campaign.<br \/><br \/>By the end of a match, they had tweeted out 250 playlists over a period of 4 hours, garnering a reach of 4.45M, generating a lot of engagement.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8eeab7 elementor-widget elementor-widget-image\" data-id=\"a8eeab7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"575\" height=\"334\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-5.png\" class=\"attachment-full size-full wp-image-12434\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-5.png 575w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-5-300x174.png 300w\" sizes=\"(max-width: 575px) 100vw, 575px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a0a9eee elementor-widget elementor-widget-image\" data-id=\"a0a9eee\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"572\" height=\"433\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-6.png\" class=\"attachment-full size-full wp-image-12435\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-6.png 572w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-6-300x227.png 300w\" sizes=\"(max-width: 572px) 100vw, 572px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9fab24d elementor-widget elementor-widget-text-editor\" data-id=\"9fab24d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Influencers also joined in the fun:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5576d78 elementor-widget elementor-widget-image\" data-id=\"5576d78\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"569\" height=\"264\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-7.png\" class=\"attachment-full size-full wp-image-12436\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-7.png 569w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-7-300x139.png 300w\" sizes=\"(max-width: 569px) 100vw, 569px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fa33d6 elementor-widget elementor-widget-image\" data-id=\"5fa33d6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"261\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-8.png\" class=\"attachment-full size-full wp-image-12437\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-8.png 576w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-8-300x136.png 300w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-773fd0b elementor-widget elementor-widget-text-editor\" data-id=\"773fd0b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Again, on World Music Day, Spotify drove high engagement with its #PlayThis campaign. In response to users tweeting an emoji representing their mood, Spotify shared a relevant playlist with them.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c4fee4e elementor-widget elementor-widget-image\" data-id=\"c4fee4e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"428\" height=\"664\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-9.png\" class=\"attachment-full size-full wp-image-12438\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-9.png 428w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-9-193x300.png 193w\" sizes=\"(max-width: 428px) 100vw, 428px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f9f4b79 elementor-widget elementor-widget-image\" data-id=\"f9f4b79\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"427\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-10.png\" class=\"attachment-full size-full wp-image-12439\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-10.png 576w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-10-300x222.png 300w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1daeb0c elementor-widget elementor-widget-text-editor\" data-id=\"1daeb0c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This is in addition to regular celebrity and influencer tie-ups for promoting customised playlists.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3fecdf7 elementor-widget elementor-widget-image\" data-id=\"3fecdf7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"517\" height=\"578\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-11.png\" class=\"attachment-full size-full wp-image-12440\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-11.png 517w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-11-268x300.png 268w\" sizes=\"(max-width: 517px) 100vw, 517px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09dff87 elementor-widget elementor-widget-image\" data-id=\"09dff87\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"509\" height=\"389\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-12.png\" class=\"attachment-full size-full wp-image-12441\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-12.png 509w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-12-300x229.png 300w\" sizes=\"(max-width: 509px) 100vw, 509px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd0e85b elementor-widget elementor-widget-text-editor\" data-id=\"dd0e85b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Spotify continued its focus on playlists with its now famous Wrapped campaigns, showcasing a playlist of the most played songs in India annually. This campaign is yet another example of how Spotify is able to leverage its technological ability to create an emotional connection with its consumers.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d673c3 elementor-widget elementor-widget-image\" data-id=\"0d673c3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"954\" height=\"613\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-13.png\" class=\"attachment-full size-full wp-image-12442\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-13.png 954w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-13-300x193.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-13-768x493.png 768w\" sizes=\"(max-width: 954px) 100vw, 954px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-905e896 elementor-widget elementor-widget-text-editor\" data-id=\"905e896\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Spotify\u2019s social media team proved their chops with moment marketing too. In response to a user\u2019s impromptu tweet about how the Spotify logo looked similar to Britannia\u2019s Good Day biscuit, Spotify went all in. They changed their logo for a day and entered into a brand banter with Britannia. All of this was executed quickly and, on the go, showing how the social media marketing team was empowered to make quick decisions and execute.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0dc2d15 elementor-widget elementor-widget-image\" data-id=\"0dc2d15\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"517\" height=\"657\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-14.png\" class=\"attachment-full size-full wp-image-12443\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-14.png 517w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-14-236x300.png 236w\" sizes=\"(max-width: 517px) 100vw, 517px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-190d01b elementor-widget elementor-widget-image\" data-id=\"190d01b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"513\" height=\"684\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-15.png\" class=\"attachment-full size-full wp-image-12444\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-15.png 513w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-15-225x300.png 225w\" sizes=\"(max-width: 513px) 100vw, 513px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cff163 elementor-widget elementor-widget-text-editor\" data-id=\"6cff163\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This quick action earned Spotify massive earned media exposure, with major news channels covering it.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff34adc elementor-widget elementor-widget-image\" data-id=\"ff34adc\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"523\" height=\"655\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-16.png\" class=\"attachment-full size-full wp-image-12445\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-16.png 523w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-16-240x300.png 240w\" sizes=\"(max-width: 523px) 100vw, 523px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6faf5d2 elementor-widget elementor-widget-heading\" data-id=\"6faf5d2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4. Celebrating regional languages and cultural nuances<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3bd44b elementor-widget elementor-widget-text-editor\" data-id=\"f3bd44b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Spotify then launched regional-specific advertising. Instead of dubbed versions of ads featuring Bollywood heroes, music lovers in Tamil Nadu, Karnataka, Andhra, Kerala and Punjab were served ads made for them.<br \/><br \/>This was a well thought through move from Spotify\u2019s side since consumption data had shown them that regional music was gaining popularity rapidly. Industry reports noted that Indians actively listen to 22 hours of music weekly, about 3.5 hours more than the global average. And about 83% of that time is spent on consuming local content, with the global average being 49%.<br \/><br \/>Spotify not only localized their ads, but they also used relevant regional songs to spice them up. They used situations that were amazingly relevant to everyday India, thus making sure the ads had pan India appeal. The ads were built on the insight that even in the midst of the chaos of Indian life, music provides a personal bubble of serenity into which the listener can withdraw.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e6467b elementor-widget elementor-widget-video\" data-id=\"3e6467b\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=z2ZuYWnUhVw&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9ae33d0 elementor-widget elementor-widget-video\" data-id=\"9ae33d0\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=8moeOmewjog&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c21282e elementor-widget elementor-widget-heading\" data-id=\"c21282e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5. Leveraging podcasts to enhance engagement<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0bc62b elementor-widget elementor-widget-text-editor\" data-id=\"c0bc62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>India\u2019s podcast market is growing rapidly. Spurred on by the pandemic-induced shutdown, more and more Indians turned to the spoken word as a means of entertainment. India now has the 3rd largest listening base globally (behind US and China). A PwC Global Entertainment &amp; Media Outlook study projects this number to rise to 17.61 million by 2023.<br \/><br \/>For Spotify, which aims to drive up the time spent by users on the platform, doubling down on the podcast space is a no-brainer.<br \/><br \/>Spotify now has 150+ Spotify Original and Exclusive podcasts spanning over 13 regional languages, thus showing its intent to turn podcasts mainstream.<br \/><br \/>Here too, Spotify\u2019s communication has been spot on. For instance, in the latest series of ads to raise awareness for their podcasts, the story is told through a very relatable sibling banter where the younger brother educates his uninformed but curious elder brother about Spotify podcasts.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5697c5 elementor-widget elementor-widget-video\" data-id=\"d5697c5\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=SSoCScwzk7Y&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4049cad elementor-widget elementor-widget-video\" data-id=\"4049cad\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=1ZZZ4aUvUp8&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-04fd2bd elementor-widget elementor-widget-video\" data-id=\"04fd2bd\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=k5pfl8qD4jQ&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f8fe0ff elementor-widget elementor-widget-text-editor\" data-id=\"f8fe0ff\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The casting of Jitendra Kumar is a masterstroke. He has acquired pan India recognition as the famous Jeetu Bhaiyya from Kota Factory and from his role in the hit Amazon Prime series Panchayat. As such, he has earned acceptance and love across town classes and socio-economic tiers in India.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e859d7 elementor-widget elementor-widget-heading\" data-id=\"5e859d7\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">In Summary<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-451cd62 elementor-widget elementor-widget-text-editor\" data-id=\"451cd62\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Spotify\u2019s story is a great example of a brand using smart, relevant, and insight-led communication to bring alive its positioning, differentiating itself from the competition. Consumers rewarded that consistency and creativity with more engagement, which helped Spotify quickly rise through the ranks to 4th position in India by market share, and #1 in terms of engagement (as per Spotify data).<br \/><br \/>However, this journey has not always been smooth. For instance, whenever Spotify attempted to bring in celebrities in their communication, it fell some way short of the high benchmarks it had set for itself. The Anil Kapoor \u2013 Ishan Khattar series is an example of this. Even the regional ad with Nagarjuna doesn\u2019t really stand out like its other pieces of communication.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c34c277 elementor-widget elementor-widget-video\" data-id=\"c34c277\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=g_jFPgXlWAo&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6544e83 elementor-widget elementor-widget-video\" data-id=\"6544e83\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=ac-TFAW0rlc&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8a57b1 elementor-widget elementor-widget-text-editor\" data-id=\"c8a57b1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>However, if you look at Spotify India\u2019s overall communication trajectory, it\u2019s evident that brands can still differentiate themselves vs their competition via strong positioning-led brand building.<br \/><br \/>In the world of new-age brand building, Spotify definitely deserves a listen.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u201cWe are now the clear number one music streaming service in India, judging by engagement. As engagement grows, our playbook momentum continues to increase.\u201d &#8211; Alex Norstr\u00f6m, the chief freemium business officer at Spotify, sounded happy, and perhaps a little relieved when he spoke these words at the Spotify Investor Day presentation in early June [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":12432,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Spotify India\u2019s communication- A case of Spot-On messaging - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Read this edition of FreeFlowing to understand how Spotify is using smart, relevant &amp; insight led communication to bring alive its positioning, differentiating itself from the competition\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spotify India\u2019s communication- A case of Spot-On messaging - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"Read this edition of FreeFlowing to understand how Spotify is using smart, relevant &amp; insight led communication to bring alive its positioning, differentiating itself from the competition\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winnerbrands\" \/>\n<meta property=\"article:published_time\" content=\"2022-09-21T05:38:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/09\/spotify-3.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1064\" \/>\n\t<meta property=\"og:image:height\" content=\"591\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"akhil_academy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:site\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"akhil_academy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/\"},\"author\":{\"name\":\"akhil_academy\",\"@id\":\"https:\/\/winnerbrands.in\/#\/schema\/person\/5bf462ddb58d703c4e88c4a12d8f3be3\"},\"headline\":\"Spotify India\u2019s communication- A case of Spot-On messaging\",\"datePublished\":\"2022-09-21T05:38:24+00:00\",\"dateModified\":\"2022-09-21T05:38:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/\"},\"wordCount\":2072,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/winnerbrands.in\/#organization\"},\"articleSection\":[\"Brand Spotlight (Case Studies)\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/\",\"url\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/spotify-indias-communication-strategy\/\",\"name\":\"Spotify India\u2019s communication- A case of Spot-On messaging - 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