Blend to Love, Love to Blend- Valentine’s Day with a Twist for Spotify India
In 2023, Spotify India tasked us with creating a campaign that would resonate with Gen Z during Valentine’s Day. The goal was to position Spotify not just as a music platform, but as an essential element of modern romance, and focus on their feature Blend- a tool that curates personalised playlists for two users.
Capturing Gen Z's Heart on Valentine’s Day
Valentine’s Day is a significant cultural moments in India, especially for Gen Z, who are deeply immersed in digital culture and music. For Spotify, the challenge was to make its Blend feature a must-have experience for couples during this season of love. The objective was to increase awareness and usage of the Blend feature by tapping into the emotional and cultural significance of Valentine’s Day.
However, the market during this period is often cluttered with brands vying for attention through various promotions and campaigns. The key challenge was to cut through this noise and resonate deeply with the target audience by integrating Spotify into the fabric of modern relationships.
A Blend of Love and Music
The insight driving this campaign was simple yet powerful: "the heart wants what the heart wants." This sentiment perfectly aligned with Spotify Blend’s ability to create playlists that reflect the musical tastes—and, by extension, the relationship dynamics—of two individuals. We conceptualised the campaign ‘Blend to Love, Love to Blend’, which positioned the Blend feature not just as a playlist generator but as a unique way for people to connect through their shared and diverse musical tastes.
Our strategy leveraged cultural insights and the online behaviour of Gen Z to make Spotify Blend a part of the Valentine’s Day ritual. The campaign was designed to be omnipresent across digital platforms, using creative storytelling and engaging visuals that spoke directly to the emotions associated with love and music.
Bringing the Campaign to Life
We created a series of engaging, visually appealing social media posts and stories that highlighted how Spotify Blend could be the perfect Valentine’s Day companion. The content was crafted to be shareable, encouraging users to create and share their own Blend playlists with their partners.
A Symphony of Success
The "Blend to Love, Love to Blend" campaign was a resounding success! During the campaign period, there was a 4x growth in the number of Blends created on the Spotify app, indicating a significant increase in user engagement with the feature.
The campaign effectively positioned Spotify Blend as a fun part of the Valentine’s Day experience for Gen Z. By tapping into cultural moments and leveraging the emotional power of music, Spotify was able to stand out in a crowded market, solidifying its place as a brand that understands and enhances Gen Z experiences.
Credits
Conceptualized and Produced by Supari Studios
Client: Spotify
Client POCs: Mohijit, Romit
Artists: Kaveri Seth, Divik Sharma, Chakshu Sharma
CC0: Akshat Gupt
COO: Manoti Jain
Account Director/Tribe Leads: Anuj Rai
BD: Gibson Seq
Strategy: Pranaw and Yukta Kulkarni
Lead Producer - Inhouse Producer Supari Studios: Prachi Vasant
Creative Producer - Inhouse Producer Supari Studios: Vama Sakariya
Creative Director- Supari Studios: Parikshit Vivekanad
Scriptwriter/Writer: Akshat Gupt, Nimisha Nair
Executive Producer: Vinay Ved Gandhi
Executive Producer (OP): Sunny Dixit
Director & Editor: Akshat Gupt
DOP: Siddharth Vasani
Director's Assistant: Aishwarya Bangla
1st AD: Sahil Punvani
2nd AD: Mukul Majawadia
1st AC: Raju Krishna
Line Producer: Akhil Ansari
Costume Stylist: Urvi Negandhi
Casting Director: Tanu Malhotra
Production Manager: Pranav Shukla
Art Director/Production Designer: Arzoo Ali
Makeup and Hair: Antara Pathak
Casting Director: Tanu Malhotra
Camera Equipment Company: RD Equipments
Focus Puller: Gagan
Camera Attendants: Raju Krishna, Sahil Shah
Light Equipment Team: Light N Light
Gaffer: Jayesh
Spot Head: Hussain
Asst. Editor: S. Banerjee
Graphic Artist/ VFX/Illustration/Rotoscope PO Team : Shradha Verma, Pourush Turel, Kushak Bhor DIT: Jordan
Colour Grade: Avinash Shukla
Music Composer: Raghav Mehta
Sound design and mix: Nakul
Motion Graphic Artist: Justin Fernandes
