When Spotify throws a concert for India’s biggest I-Pop stars, you sit up.
And when it has Cetaphil as the headline sponsor, it’s a marketing story worth unpacking!
The first-ever Spotify I-Pop Icons Live pulled together a killer lineup for a Premium subscriber event. We’re talking King, Jonita Gandhi, Aditya Rikhari and a full crew of other chart-toppers.
If there was ever a sign that homegrown pop has fully gone mainstream, this was it. The genre now dominates India’s streaming charts and has created its own universe of playlists with hundreds of thousands of followers.
But the backstage pass was held by Cetaphil.
As the exclusive skincare sponsor, they integrated into the very fabric of the event, creating BTS ‘day in the life’ content with artists like Jonita Gandhi.
The partnership was a deliberate move to connect with Gen Z in a premium, high-energy moment – right as they launched their Gentle Exfoliating SA Cleanser.
The synergy is quite smart.
Think about it. I-Pop is all about authenticity and self-expression for a young, style-conscious audience.
Cetaphil’s new line, with Sara Tendulkar as the face, is basically the same idea for your skin: a gentle, science-backed boost for your confidence.
It’s the perfect parallel: curated, intentional, all about feeling your best.
The whole thing was a slam dunk.
Spotify locked in their spot as the home of I-Pop, the artists got a premium platform and Cetaphil walked into conversations in the cool-kid circle.
A win-win-win!
