Ever felt like a normal day could be far more interesting if only it could have a soundtrack? Spotify gets it.
It effortlessly made Bollywood lyrics meet the everyday madness of Indian cities with a campaign that doesn’t just speak to the public, it sings with them.
Spotify’s latest OOH (Out of Home) blitz has taken over bus stops, traffic junctions, flyovers, metro platforms, and pedestrian-heavy roads across cities like Mumbai, Delhi, Chennai, and Hyderabad. And the message is simple: your feelings have a theme music.
Caught in never-ending traffic? “Main pareshan, pareshan, pareshan.”
Waiting for a bus that’s 12 stops behind? “Khada hoon aaj bhi wahin, ke tera intezaar hai.”
Spotify’s OOH campaign reimagines daily urban inconveniences like traffic jams, packed metros, late buses, smoggy walks as cinematic moments backed by beloved Bollywood lyrics. Relatability, but make it lyrical. Each line ends with a cheeky cue: “Felt? Played on Spotify.”
It aimed to instill nostalgia that made the target audience want to tune into that song right in that moment, be it the college going Genz or the office going millenials.
What made this campaign more than just another visibility play?
- Instead of pushing generic music messaging, Spotify tapped into where people are and how they feel in those places. A crowded signal became a stage. A cracked pavement, a chorus.
- With relatable headlines across regions, the campaign felt less like a brand push and more like a personal wink you share with a best friend who just gets what you are thinking without speaking it out loud.
- From traffic signals to metros, every setting got a mood-match. These weren’t ads, they were inside jokes shared between the brand and the commuter.
Spotify’s creative win wasn’t in the lyrics themselves, it was in listening to the city before speaking back to it. It was in making the everyday commuter feel like the main character of their own bollywood movie stuck in a dramatically inconvenient situation.
In a world where brands often scream for attention, this campaign whispered: “We feel you.”
And just like that, the billboard stopped being an ad.
It became a mirror.
Written By:
Yashi Bhatia
