Short List
CategoryC01. Use of Data Driven Insight


Name Company Position
Rajdeepak Das Leo Burnett India Chief Creative Officer and Managing Director
Saurabh Varma Publicis Communications South Asia Chief Executive Officer
Dheeraj Sinha Leo Burnett India Chief Strategy Officer & Managing Director
Vikram Pandey Leo Burnett India National Creative Director
Vikram Pandey Leo Burnett India Creative Director
Geo Joseph Leo Burnett Creative Director
Alisha Sharma Leo Burnett Associate Creative Director
Kiran Talegaonkar Leo Burnett Associate Creative Director
Yogesh Sakpal Leo Burnett Associate Creative Director
Anugrah Gopinath Leo Burnett Copywriter
Aakanksha Saxena Leo Burnett Copywriter
Sanjeev Dal Chand Kumar Leo Burnett Copywriter
Brijesh Joshi Leo Burnett Art Director
Vinayak Ghadigaonkar Leo Burnett Art Director
Ronit Sawant Leo Burnett Art Director
Dileep Dharampuri Leo Burnett Editor
Rakesh Hinduja Leo Burnett Mumbai Chief Operating Officer
Aman Sheikh Leo Burnett India Vice President
Niharika Talwar Leo Burnett Business Director
Kunal Jhamb Leo Burnett Brand Director
Lalimaa Nandgaonkar Leo Burnett Brand Co-ordinator
Kshitij Kalra Leo Burnett Brand Co-ordinator
Ajeeta Bharadwaj Leo Burnett Planner
Amrita Varma Leo Burnett Planner
Amarjit Singh Batra Spotify Managing Director
Neha Ahuja Spotify Marketing Director
Avinash Jai Singh Adventure Photographer
Rahebar Sonawalla Adventure Producer
Juhi Merchant Adventure Producer
Karishma Vandrew Aliala Adventure Stylist
Bhavya Arora Adventure Make-up
Pooja Rohira Adventure Make-up

Why is this work relevant for Media?

Spotify was coming to India. Being a global brand, it was imperative to build local connect with the masses so as to establish relevance. We decided to run a hyper-contextual campaign on the back of one simple insight – living in India is chaotic, but the right kind of music can help one deal with it. But how does one pin-point chaos? After conducting some ground research, we realized that every city has specific chaotic hotspots. We chose OOH as the medium to address these hot-spots, and to suggest contextual Spotify playlists that could help India deal with the chaos.


Spotify, the world’s favourite music app was coming to India at a time when the music streaming market was inundated with numerous local players. Additionally, Indians were still in the process of developing a music streaming habit. They were far more content to listen to (and watch) their music on YouTube. Given the sheer range of music that Indians listen to - from Bollywood to regional hip-hop, rap and love ballads – the challenge for Spotify was to prove that even though it was an international brand, it had the capability of understanding life in India. The objective: To drive awareness about Spotify now being live in India with an offering of over 3 billion playlists, and to showcase how those playlists can Indians get through the chaos of daily life.

Describe the creative idea/insights (30% of vote)

India is home to over 1.35 billion inhabitants from varied socio-economic backgrounds, who speak multiple languages, and subscribe to different ideologies and customs. However, they are all united by one common truth. ‘Who you are, where you come from, what you do – it doesn’t matter, you cannot escape the chaos of living in India.’ Creative Idea: There’s a playlist for that. With over 3 billion playlists available at the touch of a button, Spotify was in a position to help Indians navigate this chaos. We scanned our target cities and realized that a significant percentage of their daily struggles are concentrated to specific high-footprint areas or streets. Geo-targeted social media listening and sentiment analysis helped us identify the mood of each location, based on which we crafted hyper-contextual messaging and featured a relevant playlist that would help Indians deal with the chaos generated by that location.

Describe the strategy (20% of vote)

We decided to talk to two sets of music streamers (100 million) – • Young International Streamers: 15-27 years old habitual music streamers who had likely heard of Spotify from their global counterparts, through their travels or via pop culture • Urban Streamers: 20-35 years old local music streamers who have an affinity for Bollywood and regional music In India, brands usually rely on television or digital (or both). We believed in the power of our insight, and realized that the only way to bring it alive was to have a large scale hyper-contextual OOH campaign.

Describe the execution (20% of vote)

After scouring 29 states across the nation, we finally settled on 1153 unique sites. For every site, a hyper contextual message was crafted after a sentiment analysis of the mood of the area. For example, at off-shore call centers regular night shifts became the woe of all. Using geo-targeted media listening, Spotify wanted to let every Indian know that no matter what he/she is going through in that particular location, there’s a playlist by Spotify to help deal with it. With 1153 unique messages and playlists for 1153 locations across India, Spotify was able to bring alive this message – Whatever the situation maybe, whether it is celebratory or sad, relaxing or heartbreaking, Spotify has a playlist for that.

List the results (30% of vote)

The ‘There’s a playlist for that’ OOH campaign was a resounding success with the youth of India, with 641,600 people engagements and 185,000 unique mentions on social media. And resulted in over 2 million monthly active users. What’s more! We also got a PR Reach worth 49 Million with this campaign.

Describe the use of data, or how the data enhanced the campaign output

We scanned our target cities and realized that a significant percentage of their daily struggles are concentrated to specific high-footprint areas or streets. Using geo-targeted social media listening, we kept an eye on the trending topics our potential subscribers had spoken about in the past year in co-relation to these spots. Sentiment analysis of this data helped us categorize a single mood for every location based on which we developed hyper-contextual messages. Each hoarding featured a relevant playlist that would provide some relief against the chaos. For example: At the road outside Dadar station, the trending topic was traffic jams. Using this piece of information, we featured a playlist comprising of music that would be soothing to listen to, thus lowering their frustration levels. With 1153 unique messages and playlists for 1153 locations across India, Spotify was able to help Indians navigate chaotic situations.