Spotify Chose To Be More Human. But Why?

Brands, nowadays, don't shy away from experimenting. From CRED bringing out the unseen side of Rahul Dravid to Burger King taking a humorous route featuring Hrithik Roshan, modern advertising has come a long way. When marketing decisions are mostly based on analytics, creativity is devised to take a humane approach... and guess what? It works the best. At least for Spotify, every time.??

?No one does it like Spotify. Or, shall we say no one can do it like Spotify? Let's find out. The audio streaming and media services provider, Spotify cracked an insight that music is a vital part of everyone's life. It helps us sail through every tough situation with ease. Based on this, Leo Burnett conceptualized a hilarious series of ads.??

?Spotify's latest Campaign features five videos, out of which three are in Hindi, while the other two are in Telugu and Tamil. They’re based on situations we can't often get away from. Each video shows how every irritating moment can be made happy with the right song at the right time. What worked for the netizens are the situations that often drain our energy – including going on a shopping spree and arguing with someone on the road – turning enjoyable if your favorite songs are with you. Basically, Spotify translated everyday problems into music.?

?This is not the first time Spotify has surprised the audience. With every campaign 'There Is A Playlist For That' and 'Sunte Ja', the brand is setting a high standard for others to follow. They pick a deeply relatable insight and build onto it. It humanizes a brand and makes customers feel that you’re one of their own.?

?Now, you might be wondering whether or not the brands should continue focussing on what their competitors are doing as opposed to studying what their customers need. We’d like to conclude that the statement “Don’t study your competitors, but your customers” is absolutely right. Because your statistics might lose their shine, but the emotions stay intact – after all, it makes us all human.?