Spotify India Wrapped 2024 — Campaign & Creator Programme

Spotify India's 2024 Wrapped campaign, celebrating the listening habits of 100 million Indian users and the artists who defined the year. The campaign was localised across 8 Indian languages and partnered with 60 Indian artists for personalised Wrapped thank-you videos to their top listeners. A series of OOH installations in Mumbai, Delhi, and Bengaluru displayed personalised listening stats for anonymised listener archetypes — "The Bollywood Purist," "The IPL Anthem Hunter," "The 3am Indie Listener." Social content creators were commissioned to produce 240 pieces of Wrapped reaction content across Instagram Reels and YouTube Shorts, generating 1.4 billion impressions. The Wrapped 2024 campaign drove a 23% week-on-week spike in Spotify India app opens on launch day and 4.2 million social shares of personalised Wrapped cards.