Spotify has launched its Diwali campaign featuring the cast of TVF’s Gullak, built around the tagline ‘Diwali ki taiyaari fun banao, Spotify chalao’. Three films follow the Mishra family as they get ready for the festival, using chores every household knows well: making laddoos, drawing rangoli and untangling Diwali lights.
Link 1: https://youtu.be/Ll9335RK9R0?si=lEiZ3XqfybkONfB1
Link 2: https://youtu.be/Ll9335RK9R0?si=lEiZ3XqfybkONfB1
Link 3: https://youtu.be/LdShwDXhHEY?si=avtDIe0vejTntF5G
Each film follows the same relatable arc. The family bickers its way through the task until someone puts on music on Spotify and the mood shifts. The laddoo-making is set to ‘Taambdi Chaamdi’, the rangoli to ‘Chaiya Chaiya’, and the tangled lights to ‘Badan Pe Sitare’, turning routine festive work into shared moments. The films are live on Spotify’s Instagram and YouTube channels.
The campaign builds on Spotify’s earlier ‘Roz ke Kaam Fun Banao, Spotify Chalao’ communication, extending the idea from daily routines to Diwali preparations. The Mishra family is used to portray the familiarity and everyday dynamics of household festivities.
The platform’s own data backs the festive angle. According to Spotify, party playlist streams rise 34% during the festive season, while devotional listening goes up 13%. Listening across shared spaces such as TVs, cars and speakers also climbs 13% above the August baseline, reaching 5.24 million weekly content hours. With this campaign, Spotify aims to position music as a natural part of everyday Diwali preparations.
