The campaign stems from the insight that in India, when a person upgrades anything in India, they try to upgrade their entire family with them.
What’s Your Problem (a Wondrlab company), a Mumbai-based integrated agency, has created a new campaign for Spotify to promote the audio streaming platform’s Premium Family plan. Priced at INR 199 per month, this plan enables up to six members of the family to share the joy of music through an ad-free experience, and the option to download and play songs offline.
The campaign stems from a simple insight – culturally when a person upgrades anything in India, they try to upgrade their entire family with them. The film shows two different situations, displaying how with Spotify’s Premium Family plan, the protagonist ensures that their family has access to uninterrupted music. The films attempt to strike a chord with the viewers with their light-hearted and spirited tone.
Amit Akali, Founder and chief creative officer, Wondrlab, said, “Every family has that one person who is the 'expert' everyone else relies on. The film explores this dynamic and when it comes to music, resolves it for the family. We wanted to keep the film as real as possible, and kudos to Harsha for bringing it alive. Especially the situation of the dad who sings horribly but enthusiastically, I think most Indians can relate to that.”
Agency: What’s Your Problem (A Wondrlab company)
Co-founder & Managing Partner: Rakesh Hinduja
Co-founder & CCO: Amit Akali
Chief Strategy Officer: Ajeeta Bharadwaj
Integration Lead: Niharika Talwar
Group Account Manager: Komal Gupta, Shikha Seth
Senior Account Executive: Harshita Jaswani
Creative Director (Art): Sagar Desai
Creative Director (Copy): Clyde Galbao
Group Copy Head: Palash Shrotriya
Brand Strategy Associate: Srishti Bansal
Head of Content Production: Haider Ali Amir
Senior Content Producer: Meet Sampat
Production House: Black Cat
Director: Harsha Prabhakar Rao
Producer: Vrinda Mohta Rao