Spotify Bets on Personalisation in New Campaign with Kareena and Saif Ali Khan

Spotify has launched a new campaign highlighting its core proposition of personalisation, featuring Kareena Kapoor Khan and Saif Ali Khan in three ad films. The campaign brings alive the idea of “Spotify gets you”, using humour and the couple’s banter to showcase how the platform’s recommendation engine often understands listeners better than their spouses.

The ads spotlight three features—Daylists, Spotify Mixes, and Song Radio—positioning them as tools that adapt to users’ moods and evolving tastes. The films, released over the weekend, are running across digital and social media channels to drive awareness and adoption of these features.

The timing of the campaign is also significant. With India’s music streaming market projected to cross 800 million monthly active users by 2026, platforms are under pressure to retain listeners and strengthen advertiser propositions. By positioning itself as a service that understands context and mood, Spotify, from what it seems,  is not just building user stickiness but also reinforcing its value to brands seeking targeted, programmatic audio advertising.