Spotify, the global audio streaming company, has driven out a smart move in the Indian Premier League (IPL) cricket arenas, where the youthful and music-loving audience of India could be met. With the TATA IPL 2022 booming at home ground, Spotify has increased its engagement by sponsoring the IPL on Television commercials inserted in the matches being televised by Star Sports, which is a new business strategy.
The Head of Marketing of Spotify India Neha Ahuja expressed through doubles of excitement from two perspectives as it relates to the league’s edition of 2022 – that of a brand, viewer and both combined. The excitement of the returning IPL season is palpable with two new additions to the league and countless players transfers. The action of the season promises to be electrifying in the electrifying arena full with fans. For the purpose of Spotify, the partnership with IPL is not only marketing, rather it represents the strategic move to reinforce the brand as the leading music streaming platform in the market where music accompanies everyone’s life.
Spotify advertising has been stationed in India for a period of over three years now, significantly bolstered by a strong media push across the previous editions of IPL. Nevertheless, being a Broadcast Sponsor in 2022 goes beyond the earlier involvement and integrating music into the lifestyle of the Indians now indicates a stronger commitment to it. The campaign reiterates the fact that music plays an essential role in making our moments better, using the Spotify’s huge library of over 80 million songs as its composite part to illustrate how music turns a common event into something much more.
The counterpart of the digitally-native brand is the indispensable television advertising, though the digital marketing, its root, has been undisputed. Television is a primary reach builder which is used rather than Spotify’s digital efforts. It helps Spotify to connect with a wider audience. The dual-channel orientation of the campaign puts the brand’s mission to become an integral part of India’s musical milieu into sharp focus, touching the music lovers from all walks of life and sections of the country.
The entire campaign was aired during the 2022 IPL. It is based on a powerful insight into the function of music which is a universal solvent to life’s challenges, this makes every moment better and music as the lens. This message speaks to the heart of the Indian context, where music plays a constant role in the affairs of life, being an embodiment of a brand that believes in the idea that music breaks through digital barriers to become a culture.
In the same way, that IPL is to the US Super Bowl, Spotify’s strong presence on the tournament antenna allows for the brand to invisibly weave its story into the fabric of Indian culture over the nine-week cricket festival. The platform provides Spotify with an opportunity to demonstrate the impact of music through average-day use cases, showing how it can make monotonous life enjoyable and build brand recall as well as define consumer perception.
Indeed, IPL sets new records when it comes to branding associations as Spotify’s participation shines as a case for how Indian giants use this mega event to magnify engagement and reach viewers. This partnership epitomizes Spotify’s pledge to weaving the musical fabric of India but also it projects the company in the lead of the cultural movement that lives in the heart of the liveliness of the young Indians throughout the nation.
