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Spotify’s Cricket-Themed Marketing Campaign and Localized Playlists Strike a Chord in Pakistan


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Music streaming platform Spotify has launched a cricket-themed marketing campaign in Pakistan, highlighting the country’s love for the sport. The campaign includes a data analysis of the popular “Cricket Fever” playlist, which has seen a significant 611% increase in streams since the beginning of the Pakistan Super League (PSL) this year. The playlist’s top city streamer is Karachi, and the most popular streaming times are Tuesday evenings. The top songs on the playlist include “Groove Mera – Pakistan Super League” by Aima Baig, Naseebo Lal, and Young Stunners, and “Agay Dekh (Pakistan Super League)” by Atif Aslam and Aima Baig.

In addition to the cricket campaign, Spotify has also launched the “Pakka Hit Hai” playlist, which features Pakistan’s top hits.The playlist, which was first introduced in 2022, has seen tremendous growth and popularity since its inception. To celebrate this success, Spotify partnered with COLABS to organise a concert series called “Pakka Hit Hai Live.” The first show featured Abdul Hannan and Taha G, two of the most popular artists on the playlist. This concert series aims to bring the playlist to more fans through live events and expand its reach.

Spotify’s focus on localized marketing campaigns and playlists reflects its commitment to catering to the specific tastes and preferences of its listeners in different regions. With Pakistan’s love for cricket and music, Spotify’s cricket-themed marketing campaign and the Pakka Hit Hai playlist are sure to strike a chord with Pakistani listeners. The success of these initiatives highlights the importance of localised marketing efforts in driving user engagement and growth for streaming platforms.

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