When Spotify made an entry into the bustling Indian Music Market in late 2019, they already knew that they had to do something different to stand out. Cue their hyper-local OOH and digital campaign, “There’s a playlist for that.”

With the help of Leo Burnett, Spotify created the campaign that urges the audience to discover the 3 billion playlists Spotify has to offer all of which gauges the different social and cultural experiences an Indian goes through on a daily. The campaign was geo-targeted on the basis of cities, neighborhoods, and important traffic intersections, containing one-liners that are relatable with the audience, especially the Millenials. All to create deeply localized and personalized user engagements.

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 – localized and the execution is not only city-specific or area-specific but even situation and local quirk-specific.”

Through the campaign, Spotify has shown how everyone’s music taste is different but the power (and range) of emotions and connect one feels with music is the same. That no matter what you’re feeling or going through, Spotify has you covered.