Spotify campaign turns everyday chores into music moments

MUMBAI: Who said chores need to be a chore? Spotify is turning ironing, mopping and even fixing a lightbulb into soundtrack-worthy moments with its latest campaign, ‘Roz ke kaam fun banao, Spotify Chalao’.

The campaign features eight films in Hindi, Tamil, Telugu, Malayalam and Bhojpuri, built around a simple premise: the right song can make even the most mundane task feel a little less mundane.

The films follow people putting music to work while tackling everyday jobs such as washing dishes, ironing clothes, mopping floors and repairing a lightbulb. In one film, a man mistakes his wife’s repeated ‘Aha!’ for admiration of his hairstyle, only to discover she is actually ironing clothes while singing along to a song. Another shows a roommate attacking the washing-up with unusual enthusiasm while lost in music.

The campaign draws on Spotify’s research into how Indians use the platform. Some 97 per cent of its Indian users said Spotify makes mundane activities more enjoyable, while 98 per cent called it essential to their daily routine. Another 71 per cent said they feel relaxed while using the platform.

“There’s something universal about how music changes the texture of a moment,” said Shipra Srivastava, head of marketing, Spotify India. She said the campaign reflects the everyday relationship Indian listeners have with music, regardless of the language they speak or the chore they are doing.

That relationship also feeds into India’s wider music ecosystem on Spotify. The platform’s latest Loud & Clear report said Indian artists were streamed nearly 335 billion times in 2025, translating into more than 20 billion hours of listening.

Regional music is also gaining ground. Royalties for Telugu artists grew by more than 120 per cent year on year, while royalties for Malayalam and Tamil artists increased by more than 30 per cent and 20 per cent, respectively.

The five-week campaign will run across television, digital and social platforms, putting a musical spin on the jobs that usually get done with little fanfare.

From scrubbing plates to fixing switches, Spotify’s message is less ‘work while you listen’ and more ‘listen, and maybe the work won’t feel like work’.