Since its India launch in 2019, Spotify has transformed from the eighth player in the market to a category leader in audio streaming.

In our March issue, Neha Ahuja, director, head - marketing, Spotify India, attributes this success to the brand’s focus on elevating music’s role in people’s lives and forging strong industry partnerships.

“We didn’t look for a differentiator to get people to start using Spotify. We played to the category and tried to own music,” she explained.

By collaborating closely with artists, labels, and podcasters, Spotify helped grow the entire ecosystem while ensuring a seamless, personalised experience for users.

One of the biggest shifts has been the rise of Spotify Premium, reflecting a broader industry trend toward paid subscriptions. While free users remain a significant base, there is a growing willingness to pay for an enhanced experience. Spotify’s India-specific initiatives, such as Spotify Mini, have played a key role in this transition, allowing users to sample premium features affordably. Initially designed for India’s ‘sachet economy’ mindset, Mini’s success led to its adoption in other global markets.

The brand’s marketing strategy has also evolved significantly. Spotify’s launch campaign, ‘There’s A Playlist For That,’ stood out by leveraging outdoor advertising instead of traditional TV endorsements. The campaign used hyper-localised insights to personalise playlists, generating immense engagement.

Over the years, the marketing mix has expanded to include digital, TV, outdoor, and on-ground activations, with each medium playing a strategic role. For instance, artist-led campaigns like ‘Feel The Music’ highlighted the people behind the songs, fostering deeper connections between listeners and creators.

Spotify Wrapped has emerged as a defining cultural moment, eagerly anticipated by both users and brands. Ahuja attributes its success to the emotional resonance of looking back at personal milestones. “Over these last six years, Wrapped has become a cultural moment in India and globally. It’s about expressing how the year has been,” she said.

For brands, Spotify’s immersive, hyper-personalised environment presents a unique advertising opportunity. The platform’s ability to tailor messaging based on user behaviour, such as streaming habits during commutes or weekend relaxation, has deepened partnerships beyond traditional ad placements. However, in a highly competitive landscape, building loyalty remains a challenge. Ahuja acknowledges this. She noted, “It is a flirtatious category because there is no entry or exit barrier. So, it’s about getting users to see the value and experience the joy of the heightened experience on the app.”

This interview first appeared in the March issue of Manifest. To read the full conversation, click here and get your copy