WondrLab India’s campaign for Spotify makes women’s voices heard by silencing them – Campaign Brief Asia

Launched on International Women’s Day, Spotify India wanted to send a message. It’s a message for people to understand that female artists are integral to all musical productions. The task was simple. Leverage the Spotify platform to deliver your message. Unlike brands that default to social media as their starting point, Spotify’s starting point was their own product.

Wondrlab conceptualized the existence of “The Unheard Playlist” by formulating the idea of ​​leveraging the product around Spotify’s strengths in playlists. The idea was to create an enriched playlist on the platform with popular duet songs from all over the country without using the voices of female artists!Sony Music, one of India’s leading music labels her Enter India. Spotify partnered with Sony Music India to bring unique playlists to life on the platform. At first it looked like a regular playlist, but when you listen to it, you can clearly hear the message! When listeners tuned in, they were shocked at what they heard. An enhanced playlist with female vocals muted from popular duets her songs in Hindi and other regional languages. And they were questioning what they had just heard. This message was revealed by top Indian female music artists such as Asees Kaur, Shweta Mohan and Sanah Moidutty in the form of videos in which the artists themselves spoke to listeners, saying that without female voices the songs would just sound strange. Without female voices, the music industry itself is incomplete. They urged viewers to help hear women’s voices. Actions clearly spoke louder than words.

While the intention was to get the message across through the product, it caught the attention of a variety of artists and influencers who took to social media to share their love for The Unheard Playlist, and soon conversations were pouring in from across the spectrum. started. The message was loud and clear.

Amit Akali, CCO and Co-Founder of Wondrlab India Pvt. Ltd and Sameet Soni, Content-Lead of WondrLab India, said: Such trends are typically seen in categories such as games and interactive videos. Popular duets in Hindi and other regional languages ​​made innovative use of music on the music platform itself by muting the female vocals in her songs. It’s amazing what Spotify and Sony Music India made possible. And the act took on a life of its own, with the nation’s top music artists actually spreading it and getting our message “heard.” ”

see the concept

credit
Spotify India
Marketing Manager – Pulkit Mathur
Marketing Manager – Larry Noronha
Artist & Label Partnership Manager – Sreekar Suravajhala
Senior Editor – Saned Shah
Music and Culture Editor – Vidya Sivalenka
Media Coordinator – Dixita Ghelani
Social Media Lead – Romit Naik
Social Media Consultant – Tanisha Muraka
WonderLab India Pvt Ltd
CCO & Co-Founder: Amit Akari
Managing Partner & Co-Founder: Rakesh Hinduja
Content Leads: Rahul Mahajan & Sameet Soni
Copywriters: Akshita Gupta, Sameet Soni, Onkar Warade
Art Director: Smith Tandel Palmer, Rahul Mahajan
Editor: Rakesh Kedare
Motion Graphics: Pankaj Mhatre, Kristal D’Cunha
Integration Leader: Niharika Talwar
Integration Director: Shikha Seth