Spotify lets users share music with the whole family

Spotify has unveiled a campaign to promote its new premium family plan. With this offering, the audio streaming platform enables up to six members of the family to listen to ad-free, downloadable music. The campaign has been conceptualised by What’s Your Problem (a Wondrlab company).

 

The campaign stems from the insight that culturally when consumers upgrade a service in India, they try to upgrade their entire family with them. The film shows two different situations, displaying how with Spotify’s Premium Family plan, the protagonist ensures that their family has access to uninterrupted music.

 

Amit Akali, founder and chief creative officer, Wondrlab, said, “Every family has that one person who is the 'expert' everyone else relies on. The film explores this dynamic and when it comes to music, resolves it for the family. We wanted to keep the film as real as possible, and kudos to Harsha for bringing it alive. Especially the situation of the dad who sings horribly but enthusiastically, I think most Indians can relate to that.”

 

CREDITS

 

Agency: What’s Your Problem (A Wondrlab company)

Co-founder and managing partner: Rakesh Hinduja

Co-founder and chief creative officer: Amit Akali

Chief strategy officer: Ajeeta Bharadwaj

Integration lead: Niharika Talwar

Group account manager: Komal Gupta, Shikha Seth

Senior account executive: Harshita Jaswani

Creative director (art): Sagar Desai

Creative director (copy): Clyde Galbao

Group copy head: Palash Shrotriya

Brand strategy associate: Srishti Bansal

Head of content production: Haider Ali Amir

Senior content producer: Meet Sampat

Production house: Black Cat

Director: Harsha Prabhakar Rao

Producer: Vrinda Mohta Rao