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There's a playlist for that

Campaign designed to launch Spotify in the Indian Market

Client
Spotify
Year
2019
Role
Designer
Agency
Leo Burnett India
Agency
Leo Burnett India
Team
  • Anish SundaranCreative Director
  • Avinash Jai SinghPhotographer
  • Aastha MantriProject Manager
Tags
  • Graphic Design
  • Digital Design
Awards
  • WINNER | Brand Launch | ET Brand Equity Awards
  • BRONZE | Integrated Outdoor Campaign | ADFEST Asia
  • SHORTLIST | Print & Outdoor | SPIKES Asia
  • GOLD | OoH / Ambient Media | ABBYS + the ONE Show
  • SILVER | Brand Activation | ABBYS + the ONE Show

Spotify’s India launch — ‘There’s a playlist for that’ — was one of the country’s biggest brand debuts. Working off Spotify’s master guidelines, I owned the campaign’s six colour-profile system and its digital system, designing ~125 outdoor and ~50 digital executions. The line went on to enter Indian internet slang, and the work was recognised at ET Brand Equity, ADFEST, SPIKES and the One Show.

01

The Context

Spotify, world’s leading music streaming app, was finally launching in India. Their first campaign ‘There’s a playlist for that’ was hyper-contextual, to build a local connect with the masses so as to establish relevance. We developed a series of fun portraits going with each of their unique creative. The idea was simple - living in India is chaotic, but the right kind of playlist can help one deal with it.

02

The Campaign

For this one-of-a-kind campaign, the visual quirks, casting, styling and emotions were achieved keeping the headlines in mind. This hyper-contextual campaign required just the right kind of cast, that added flavour and stayed relevant with the masses.


Instead of going with the obvious choice of models, we chose to work with regular people from our friends lists who perfectly fit the bill. Their personalities seamlessly matched the nuances of each headline. Going with the international mandate, we had to choose from 6 colour profiles, which helped the campaign stand out in the cluttered landscape,such as ours.

03

The Outcome

The creative agency tackled the most trending troubles of 1153 locations with 1153 unique messages, with multiple fun portraits across the country. From billboards, bus-shelters, metro stations, airports to college campuses, the entire country was buzzing with Spotify's launch campaign, 'There's a playlist for that'.

04

The Digital Presence

The campaign didn’t just stop at OoH. For this campaign, the creative agency went out of its way to make sure all the digital touch points were also covered - and to make sure it matched with the rest of the campaign, all the messaging in the digital ads was also designed to be highly localized, geo-tagged and platform specific

Hi, I'm and for the last 15+ years or so,I've been designing

and if you're a brand / recruiter looking for a designer, here's some more information about me.

Competencies

  • Creative and Art Direction
  • Global Brand Strategy
  • Brand Design
  • Visual Identity
  • Graphic Design
  • Typography
  • Layouting
  • Product Photography
  • Digital and AI Workflows
  • UI/UX Design
  • System Design
  • Figma
  • Adobe Creative Cloud
  • Generative AI Workflows
  • Higgsfield
  • Claude Code
  • Air AI
  • 360º Campaigns
  • B2B/B2C Marketing
  • Social Media Design
  • Team Development and Management
  • Mentorship
  • Stakeholder Management
  • Presentation Skills
  • Timeline and Budget Management

Experience

July 2024 – Present

SapioManiac

Creative Director

Worldwide (Remote)

  • Unified brand identity and brand guidelines for fintech scale-up MPOWER Financing across 25+ global markets.
  • Directed 10+ digital campaigns with high accuracy, driving a 45% global increase in brand visibility over 2 years.
  • Collaborated cross-functionally with GTM and Growth teams to resolve complex customer funnel bottlenecks via guided brainstorming sessions and UX design, while supervising and mentoring 3 junior designers and marketers.

April 2022 – July 2024

VML (Wunderman Thompson)

Art Director

Prague, CZ (On-site)

  • Led ground activations and global event identities for Snapchat (Dubai Expo, Snap Forward 2022).
  • Built end-to-end Figma pipelines for MSD for scale, delivering 400+ localized assets across 19 countries.
  • Migrated legacy digital assets to a consistent global aesthetic for GSK across 12 markets and 10+ brands.
  • Co-designed the “Augmentality Shift” IPSOS study and the purpose-driven WWF x LinkedIn campaign.

March 2021 – April 2022

Ogilvy

Art Director

Prague, CZ (On-site)

  • Spearheaded the localized CEE rollout of Tesco’s “Power to Lower Prices” master brand campaign.
  • Directed high-volume design cycles across CZ/SK/HU and managed major IP collaborations.
  • Guided Tesco CEE’s 2021 visual overhaul, ensuring strict creative alignment with UK HQ guidelines.

Feb 2020 – March 2021

Mark BBDO

Designer

Prague, CZ (On-site)

  • Crafted high-impact social media assets for major international brands (Levi’s, MARS, Czech Tourism).
  • Contributed core visual designs for successful agency pitches including Komercni Banka and Orlen.

Sept 2018 – Oct 2019

Sun King (Greenlight Planet)

Sr. Designer

Mumbai, IN | Nairobi, KE (On-site)

  • Directed 360º design initiatives across 6 Asian markets, managing a dedicated team of 4 junior designers.
  • Drove a 25% increase in engagement with hyper-localized, vernacular brand strategies on minimum budgets.
  • Contributed to two Rural Marketing India Awards for ‘Best Rural Campaign’ and ‘Best Digital Campaign.’

Jan 2017 – Present

Independent Freelancer

Freelance Designer

Worldwide

  • Designed assets for Spotify India’s “There’s a playlist for that” launch, winning Gold/Silver at ABBYS and The ONE Show, a Bronze at ADFEST Asia, and a Spikes Asia shortlist.
  • Led comprehensive visual identity overhauls for Goa’s largest pharmacy brand and the historic Sevagram Ashram.
  • Developed the foundational visual identity to kickstart Naagin hot sauce and designed the website for Design for Change India.

Education

April 2009 – May 2012

Symbiosis Institute of Design

Bachelor of Design

Pune, IN

  • Enrolled in the institute with majors in Communication Design (Film and Video specialization).