To increase Spotify Premium’s relevance in India, the audio streaming service has launched a new campaign in four languages – Hindi, Tamil, Telugu, and Malayalam – to show how unexpected, memorable events in consumers‘ life may be soundtracked by uninterrupted music.

The advertising capitalizes on the nostalgia generated by shared music memories among a group of millennials to demonstrate how a song that plays unexpectedly and continuously can instantly set the tone and create a moment.

Neha Ahuja, Head of Marketing, Spotify India, said, “This year, we are focused on moving more and more users to our Premium tier with plans and payment options designed for our listeners in India, through brand partnerships, and by creating unique experiences. The new campaign highlights the importance of connections in India and the role that music plays in bringing people together to create these moments. The situations in these films stem from daily experiences, and we hope that our listeners relate to them”.

The audio streaming platform stated that it will launch another film from the series in the coming week.