MAM
Spotify’s Sunte Ja hits the high note with Indian consumers
MUMBAI: Spotify India’s first multi-lingual national TV-led campaign ‘Sunte Ja’ has struck a chord with consumers in the country with its strategic media mix of TV, OOH and Digital. This campaign follows Spotify’s first geo-localised and hyper-contextualised marketing campaign ‘There’s A Playlist For That’. Featuring Bollywood actors Anil Kapoor and Ishaan Khattar, the current campaign is built on the insight that music is in the social fabric of all we do – right from daily experiences to special moments.
The campaign’s creative digital activations generated 3 billion impressions, and digital amplification of the TVC and native films have garnered 350+ million views since its launch.
As a part of the campaign, a total of 4 TVCs in Hindi, Telugu, and Marathi, aired across 75+ GEC, movies and English cluster channels, as well as a few regional ones.
To get people talking (and streaming) even more, Spotify launched an artist-led OOH campaign where names of popular tracks were synchronised to create quirky one liners that appeal to the audience’s emotions and sentiments. The 100+ OOH billboards also featured artists who sang those tracks, including Amit Trivedi, Badshah, Armaan Malik, Diljit Dosanjh, Vishal & Shekhar, Sunidhi Chauhan, Nucleya, Shanker Ehsan Loy, Salim Sulaiman, Jonita Gandhi, Justin Bieber, Taylor Swift, Kate Perry, Alan Walker and Shawn Mendes. Recognising key factors such as visibility, a larger creative canvas, being less intrusive, and an effective capture of off-screen time, Spotify used OOH as a pivotal media for ATL communication as part of its larger media strategy across metros and regional markets.
In addition to TV, the ‘Sunte Ja’ campaign also leveraged digital channels to integrate Spotify’s value proposition of its wide music library, on social media. Spotify took Antakshari, a game so culturally ingrained in India and gave it a modern-day twist, garnering 8100 engagements and reaching 4.1 million people. Spotify also released six digital films – Chill Karo, Bae, Calm Down, Happy To Be Home, Bollywood Mush and Focus Now – that visually represent everyday millennial struggles and music as the background score in those situations. Viewed over 3.5 million times, the films resonated well with the audience.
The TV ads were also amplified across digital platforms – Slow Breakfast, What’s in the Age, What’s the score? and ‘K’ Pops, which highlighted that users have access to the latest music and uninterrupted background play. In fact, K-Pops, a film created for India’s K-Pop community used ‘Boy with Luv’ by BTS as the soundtrack, led to unprecedented engagement. #AnilKapoor trended in India for his “cool dad” role in the film, resulting in the BTS Army accepting him as one of their own. The film crossed over 1 million views on social media in just 12 hours and received 63k engagements– comparable to Bollywood film trailers in the same time period.
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
