A campaign by Spotify called “Mood toh tabhi Banega, jab Spotify chalega” (Your mood will only change, once you use Spotify) highlights how songs can instantly reset people’s moods. Leo Burnett came up with the idea for the movies, which are meant to demonstrate Spotify’s ability to adapt music to a user’s mood.
Each of the movies uses Gen Z scenarios—such as breakups, house parties, and romantic drives—to demonstrate how a song can drastically alter a listener’s emotions.
A devastated boy confesses his breakup to his male buddies in the breakup movie. One of his buddies then begins to play a catchy tune, and the boy begins to groove to the music, thinking of the things he can do now that he’s single.
In another movie, two females arrive at a house party dissatisfied because no one recognizes them. They eventually realize that because no one is familiar with them, they can dance like a bunch of hooligans when tunes not of their choosing are playing.
A man waits for his companion in the rain in the romantic drive movie. When she is late, he becomes irritated and tells her that she is driving him insane. She then links her phone to Spotify and starts playing a love song. Soon after, the man tells her that she is driving him insane in a loving way.
According to Neha Ahuja, head of marketing for India at Spotify, Music can calm our chaos no matter the situation. It enhances how we feel in a certain moment, but it can also improve our mood if we aren’t in the best of moods. The core concept of our new campaign is straightforward: music positively alters our emotions. It enables you to let out emotions, establish rapport, or just see the bright side of things. The situations we’ve chosen are also relatable for Gen Z, so we’re hoping they’ll connect with our new advertising.”
The campaign will be launched in Hindi, Tamil, Telugu, and Malayalam on TV and pertinent online platforms. To expand the campaign further into India, Spotify is also collaborating with Instagram, Snapchat, Facebook, Hotstar, Sharechat, and YouTube.
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