Spotify

Project type

Marketing

Brand

Spotify

Industry

Music Service

Year

2025

Services

Marketing

1) Project Overview

Global Tech, Local Heart

India is stuck to its cultural roots, and Spotify needed to harness that. Marketing is the first step for a brand like Spotify, and thus this campaign bridged that gap not by diluting Spotify’s brand, but by reshaping it with local soul.

Through AI-powered visuals and storytelling, “Spotify for Artists” evolved into #SpotifyForIndia, giving the platform an identity that felt homegrown. The idea was to create marketing assets that help their campaign show that you don’t need to be born here to belong here; you just need to understand the heartbeat of the people.

It brought together #DesiPlaylists, #GlobalHits, and #TopSpotifyArtists under one umbrella, celebrating music that spans continents but speaks to local hearts while not spending a fortune on the campaign.

02) What’s Not Working?

AI-generated content at scale often feels templated and disconnected. When used without creative intent or brand alignment, it leads to visuals that look generic, even if they technically follow brand colours like Spotify’s green and purple.

The problem isn’t the technology itself but how it’s used. Bulk content created just to fill space lacks cultural relevance, emotional depth, and visual authenticity. It feels manufactured, not meaningful.

03) Why AI-Generated Content?

AI is often seen as impersonal, but that depends on how it's used. When guided by creative direction and brand identity, it becomes a tool for connection rather than mass production.

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We used AI to create content across billboards, ad copies and overall marketing assets but in a manner that feels thoughtful and relevant. It helped us reflect real listener behaviour, local culture, and emotional tone, while still staying true to Spotify’s visual language.

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Instead of replacing creativity, AI supports it. The result is content that feels personal, polished, and purpose-driven.

04) The Suplex Way

If You Can Dream It, AI Can Draw It

Suplex flipped the script on traditional production. Instead of expensive photoshoots, we used AI-generated portraits to show the emotional, geographical, and stylistic diversity of Indian music lovers. These weren’t generic visuals; they were designed with Indian realities in mind, from Tamilian uncles nodding to Carnatic beats to North Indian teens vibing to indie rap. The outcome was a visual campaign that felt both artistically rich and authentically Indian at a fraction of the cost. And yes, it echoed through every #StreamOnSpotify scroll, every #NowPlaying screen, and even in a perfectly timed #ThrowbackHits binge.

05) Brand Strategy

Create More, Spend Less, Feel Deeper

In a market where ROI matters more than ever, the creation of these marketing assets became a blueprint for cost-effective creativity. By using AI, we skipped logistics-heavy production and instead focused on storytelling at scale. This approach helped Spotify release more visual content, on more platforms, at a faster pace without losing narrative depth. It proved that when used smartly, technology can reduce effort without sacrificing emotional impact. Whether it was a #WorkoutPlaylist, #MoodMusic scroll, or a moment of #MusicDiscovery, the campaign met listeners where they were.

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06) Visual Identity

From Billboards to Banners, Still Spotify Just Spicier

While the assets embraced a local tone, we stayed true to Spotify’s global design DNA. Familiar shapes, gradients, and layouts were reinterpreted through an Indian lens. The visuals were adapted for every surface including app banners, Instagram reels, and outdoor hoardings. The result was a cohesive yet fresh identity that said this is still Spotify, just more in tune with you. And whether the user was jumping into #NewMusic2025 or rewinding their #SpotifyRewind, the design met them with a familiar but local touch.

07) Verbal Identity

Talk Like the Streets, Sing Like the Soul

Language played a major role in helping Spotify sound Indian. From Hinglish playlist names to emotional taglines, every word felt like it was written by Indians, for Indians. The copy captured the rhythm of everyday speech: playful, poetic, and full of cultural nuance. And that ranged across all the media. This voice helped Spotify shed its premium-only persona across the billboard, UI interface and more to feel like the app your cousin, your dad, and your college crush could all vibe with. Whether you’re diving into a #DailyMix or exploring #TopCharts, the voice never misses a beat.

Our Presence

India

United Arab Emirates

What’s Stopping You?

Connect With Us at: rishabh@suplex.design

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