Launching Spotify in India

The Brief : Spotify is considered to be a premium international music platform. The brand positioning in India needed to be premium but affordable, a friend that’s approcable and relatable. The brand needed to be global yet local.

You’re stuck in traffic. You’re stuck listening to your bestie whine about an ex. Your boss is giving you grief for whatever. You’re cooking on a workday. You went for a bad gig. This is life for Urban India. Spotify acts as a friend, a buddy, your best pal to make things better, ease the blow (for a crappy scene) with music that’s curated just for you. Contextual content buckets and banners were created to bring alive this idea, for all social platforms.