MAM
Spotify goes live with its maiden marketing campaign for india – ‘there’s a playlist for that’
MUMBAI: Spotify, which launched in India last month, has now unveiled its first campaign here, 'There’s A Playlist For That’, a first of its kind hyper contextual OOH + digital campaign born of the brand’s commitment to create deeply localised and personalised user engagements. The campaign has been geo-targeted on the basis of cities, neighbourhoods, and important traffic intersections, with one liners that depict relatable life situations and hyper-local cultural nuances. The debut campaign in India centres around the brand’s value proposition to discover over 3 billion playlists that are curated by in-house editors, algorithms, and users to seamlessly complement a user’s diverse range of daily social experiences. The core insight behind
'There's A Playlist For That' stems from Spotify’s understanding of how users wish to connect with music as a powerful form of emotional expression through playlists, no matter how life changes tracks.
"Every few kilometres in India, the cultural nuances change, which means that the same music can mean something entirely different to even those who live in the same city. Understanding this insight of the varying 'when' and 'where' led to the creation of our first marketing campaign in India, which communicates that we have playlists for our users, no matter what the moment", said Amarjit Batra, Managing Director – India, Spotify. "Spotify has 3 billion playlists, many of which have been made by the fans themselves. With this campaign, we have highlighted that strength and are also encouraging users to make their own playlists", he added.
With more than 500 creatives across outdoor hoardings and digital banners targeting online and offline audiences, Spotify aims to reach the growing millennial user base. With a quirky and fun execution, every campaign creative is designed and adapted to instinctively connect with local user sentiments. For e.g. A south Mumbai hoarding that reads ‘Dating a boy from the ‘burbs’? There’s a playlist for that – ‘Long Distance’, is a humorous take on the longstanding south Mumbai – north Mumbai love affair debate. The campaign also features 3 unique films, one of which is now live, and the other two will launch over the next few days.
In addition, to extend its existing outdoor campaign to digital, Spotify is also using its social media channels, primarily Instagram, encouraging followers to share quirky life scenarios for which the
brand has existing playlists; the humorous responses will be posted as the Spotify India's Instagram stories.
Speaking on the launch of the Spotify India campaign Rajdeepak Das MD India & Chief Creative Officer South Asia, Leo Burnett said “With so many curated playlists, Spotify has something for everyone; whatever be your mood – there’s a playlist for that. It is a fun execution of everyday life situations where things can go from good to bad, or bad to good but remember there is a playlist for that too. The strength of the campaign is that it is hyper – localised and the execution is not only city specific or area specific but even situation and local quirk specific.”
While every user experiences their day in a unique manner, Spotify believes that a collective range of distinct emotions is what binds this global community of music passionate fans. Through this campaign, Spotify encourages users to journey through their day with an unmatched creative range of playlists that reflect local culture, moods and social moments. So, however your day is shaping up, there's a playlist for that.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
