Spotify has rolled out a campaign that highlights the power of music in transforming daily moments of commute. The campaign, ‘Aaj aapne raste mein kya suna’ (What did you listen to on the road today?), launched across four languages - Hindi, Tamil, Telugu, and Malayalam - seeks to underscore that whether one is stuck in traffic, or a long, boring commute, music can move you in more ways than one.

Comprising two films, the audio streaming platform’s campaign light-heartedly showcases how, in a country deeply connected to music, a honk, a ringtone, or even a passing conversation can spark a song in listeners’ minds.

The first film opens on a busy road, with tempers flaring high. However, the commuter, seated in an autorickshaw is unperturbed  and oblivious to his surroundings as he tunes into a catchy number on his phone.

The second film is set in a crowded compartment of a Metro, where the protagonist’s co-passenger is talking loudly on the phone. However, instead of getting annoyed she plugs into her favourite music and jams to the song, thus reinforcing the sentiment that music can transform a daily commute into an enjoyable experience. 

 

What we think about it: The campaign taps into a relatable, often-overlooked aspect of daily life: the commute. While the premise is engaging, however, the execution feels surface-level by stopping short of fully exploring the depth of what music can mean during a stressful or joyful commute. 

Neha Ahuja, director and head of marketing, Spotify India, said, “Music has the unique power to elevate the everyday. With our latest campaign, we’re showcasing how Spotify transforms routine commutes into joyful escapes—turning travel time into meaningful listening moments that move people emotionally and mentally.”