New Delhi: Spotify has launched a new campaign with the aim to build relevance for its ‘Spotify Premium’ offering in India.

The campaign – launched in four languages, Hindi, Tamil, Telugu, and Malayalam – aim to highlight how unexpected, special moments in listeners’ lives can be soundtracked by uninterrupted music.

Resonating the sentiment of “pal banega, ab music non stop chalega”, the new advertisement leans on the nostalgia created by shared music experiences amongst a group of millennials to show how a song, which plays unexpectedly and uninterrupted, can immediately set the mood and create a moment. There is another film in the pipeline that will go live in the coming week.

Neha Ahuja, Head of Marketing, Spotify India, said, “This year, we are focused on moving more and more users to our Premium tier with plans and payment options designed for our listeners in India, through brand partnerships, and by creating unique experiences. The new campaign highlights the importance of connections in India, and the role that music plays in bringing people together to create these moments. The situations in these films stem from daily experiences, and we hope that our listeners relate to them”.