When Tanmay Bhat's comedy content creator friends roasted him on social media to promote Spotify Burnlist

At a time when many brands are associating with social causes to produce serious and emotional content that would depict them as purpose-driven, it’s hard to find someone creating funny, light-hearted stuff that cuts across the plethora of brand communication thrown at the consumers.

Recently, in a smart and effective strategy, Spotify India collaborated with comedy content creators to promote its ‘Burnlist’ on the app.

The music app brought on board Rohan Joshi, Rahul Subramanian, Sumukhi Suresh, Saloni Gaur, Kaneez Surka and Kenny Sebastian to roast Tanmay Bhat. These content creators posted videos on their Instagram handles, taking jibes in a funny manner at Tanmay, while promoting innovative and unique ‘Burnlist’ playlists on Spotify through subtle integrations in content.

Tanmay was a Co-Founder at All India Bakchod, which was shut after the #MeToo movement controversy. AIB was known for its ‘Knockout’ celebrity roast videos. In the same manner, in this Spotify campaign, Tanmay’s comedian friends roasted him while sharing their Burnlist on Spotify.  

Instagram posts by comedy content creators for Spotify:

Rohan Joshi:

 

 

 

 

 

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A post shared by Rohan Joshi (@mojorojo) on Oct 22, 2020 at 7:53am PDT

Rahul Subramanian:

 

 

 

 

 

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A post shared by Rahul Subramanian (@rahulsubramanic) on Oct 21, 2020 at 9:35pm PDT

Sumukhi Suresh:

 

 

 

 

 

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A post shared by Sumukhi Suresh (@sumukhisuresh) on Oct 21, 2020 at 11:29pm PDT

Saloni Gaur:

 

 

 

 

 

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A post shared by Saloni Gaur (@salonayyy) on Oct 22, 2020 at 1:50am PDT

Kaneez Surka:

 

 

 

 

 

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A post shared by Kaneez Surka (@kaneezsurka) on Oct 22, 2020 at 3:49am PDT

Kenny Sebastian:

 

 

 

 

 

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A post shared by Kenny Sebastian (@kennethseb) on Oct 22, 2020 at 5:43am PDT

Tanmay Bhat:

 

 

 

 

 

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A post shared by Tanmay Bhat (@tanmaybhat) on Oct 22, 2020 at 9:40am PDT

Campaigns like these really stand out in the clutter of content because these influencers and content creators are brutally honest, yet comical in their approach, which is what audiences and followers enjoy watching.

In an estimated media value of more than Rs 20 lakh, the brand was able to garner over 18 lakh reach.

As evident from the Sheeko’s activity graph, Spotify India has always been active on digital platforms in the past, and this campaign has the highest reach since Aug.

Sheeko Brandscore graph of Spotify’s on Instagram for time period August 24, 2020- October 26, 2020:

Sheeko Brandscore graph of Spotify’s performance on Instagram in a year: