It’s that time of year again when Spotify India debuts its highly anticipated Wrapped promotion. The advertising this year is a celebration of a strange year and an even stranger to us.
Leo Burnett India used these year-end statistics to develop a funny outdoor campaign that highlighted all of the happenings of 2021, which would have been strange in any other year but were perfectly normal for the year.
2021 was a year that altered our understanding of normalcy, and everything that would have otherwise been strange was seen as perfectly acceptable. Wrapped 2021 is about the infinity of ‘normals’ that exist right now.
A platform that makes every Spotify listener feel appreciated for their Wrapped’s individuality, strangeness, and eclecticism.
Over 100+ creatives are part of the wacky ‘Normal for 2021’ outdoor campaign in Mumbai and Delhi, with each one created to instinctively link with the events of 2021.
For example, in a year with no parties, it was only natural for Badshah to rap about water – Paani Paani was streamed 24, 509, 256 times in 2021; or when the offices first opened, Arijit captured our emotions.
Aabaad, Barbaad has been streamed a total of 26, 177, 121 times. Kanta Lagaa was streamed 3, 666, 976 times, and many more times in the year we vaccinated 100 crore people. About the campaign,
“The Year 2021 has been everything but usual, and yet everything was normal for this year,” remarked Rajdeepak Das, CEO and Chief Creative Officer – South Asia, Leo Burnett. And we decided to make a fun outdoor ad for wrapped based on this knowledge.
We designed an outdoor ad with the signature Spotify wit and humor, juxtaposing the wrapped results with activities that would have been strange in any other year, but 2021 was quite evident, making the wrapping results more relevant and fun for everyone.
“We had a blast correlating events of 2021 with listening statistics from Spotify,” said Vikram Pandey (Spiky), National Creative Director, Leo Burnett India. What’s great about this campaign is that a lot of our hoarding has been photographed and shared as memes on social media.
With 4 billion+ playlists, 70 million+ songs, and 2.2 million+ podcasts, Spotify has all of an individual’s music and audio needs covered, and with Wrapped 2021, Spotify gives them a short report card at the end of the year to show off a year’s worth of listening.
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