Chennai : Spotify has launched its latest campaign in Tamil Nadu, celebrating the state’s distinctive fan culture through two new films. Built around Spotify’s “Thalapathy Vijay” and “Superstar Rajinikanth” Star Playlists, the campaign captures how a favourite song can bring out the fan in anyone, turning everyday situations into moments inspired by the stars they love. The campaign rolls out across Tamil Nadu under the tagline “Verithanamaana fans kaana verithanamaana playlists, Spotify la mattume” (For the crazy fans, the craziest hits, only on Spotify).
The two campaign films bring this idea to life through familiar situations. The two films capture unique fan moments, one shows a fan playing Vaathi Raid while chasing a departing bus in true Thalapathy Vijay style, while the other features a husband playing the Padaiyappa theme and making a Rajinikanth-style entrance at a family function. Both show how music can inspire fans to step into their favourite star’s shoes.
Watch the films here.
Shipra Srivastava, Head of Marketing, Spotify India, said, “Tamil music has a remarkable place in India’s cultural landscape, with nearly one in every 10 songs streamed in the country being in Tamil. This reflects the deep connection listeners have with Tamil music and its ability to travel across generations and geographies. With this campaign, we are celebrating this passion by bringing together the music and fandom that are such an integral part of Tamil Nadu’s cultural identity.”
This strong connection between Tamil listeners and their music is also reflected in Spotify’s listening trends. Tamil music listening has grown by 23% over the past two years, making it one of the fastest-growing Indian-language music categories on the platform. Over the same period, streams of Tamil editorial playlists on Spotify have grown by 22%, reflecting growing engagement with curated Tamil music.
Popular releases continue to drive this engagement. One Name and Ala Bolelo from Superstar Rajinikanth’s Jailer 2 currently occupy the #11 and #12 spots, respectively, on the Spotify Top Songs Chennai chart. Tamil film music is also reaching audiences beyond the state. Anirudh Ravichander’s Coolie album crossed 100 million Spotify streams within 10 days of its release, highlighting the reach of Tamil film music.
The global appeal of Tamil music is also reflected in listening trends across international markets, with listening increasing by 91% in the UAE, 52% in Sri Lanka and 34% in Malaysia. These markets highlight the growing reach of Tamil music among listeners beyond India.
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