Spotify’s latest campaign in India is all about our love for film music

Are you transported to a different world when Ilahi pops up on your playlist, or have you subconsciously completed the chorus in Kajra Re? We bet there’s no way your mind does not instantly respond to Tamma Tamma Again with “phir kya daddy, kya amma”. Many of us forget what we read a few minutes ago, but music, especially film music, just sticks because that’s how deeply rooted our love is for Bollywood, Kollywood, Tollywood, and beyond. In fact, films fuel our culture in many ways.

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The audio streaming platform’s new campaign in India, Dil Filmy Toh Suno Filmy, is based on the insight that film music is permanently embedded in our minds and hearts to the extent that there is an irresistible urge to sing or complete the lyrics, when a popular song plays. The campaign plays on that insight across TV ads, including those in Hindi, Tamil, and Telugu, and an extended digital campaign. 

Speaking about the campaign, Neha Ahuja, Head of Marketing, Spotify India said,  “India is a film-loving nation, and most of our occasions, moments, moods, and emotions are incomplete without film music. It’s almost as if those songs are a part of our DNA, whether we are celebrating festivals, looking for inspiration to travel, tracking the next big fashion trend, consuming memes, or engaging in pop culture conversations. Spotify’s curated playlists bring alive many of these experiences, and this new campaign captures just that.”