Another day. New possibilities? Nope – work day or play day, it’s the same playlist. KitKat India and Spotify are helping to break the monotony of the songs people listen to time after time after time…

With specially designed KitKat packs, every KitKat break can be a playful moment of discovery. Scanning the pack unlocks personalised Spotify soundtracks created by analysing your listening behaviour, and serving you fresh music you’ve never heard before.

Vikram Pandey, chief creative officer – Leo, South Asia, commented, “Algorithms are great, until you realise they have got you stuck in a loop, leaving little room for discovery. With KitKat Break the loop, we get one of the best music algorithms – Spotify to surprise you with a playlist you haven’t heard before. This campaign gives KitKat’s Have a break idea a whole new meaning and uses Spotify like never before.”

The campaign leads with a digital-first film, starring popular Indian actor and singer, Ayushmann Khurrana, across the YouTube and Meta platforms, supported in outdoor media, Spotify in-app audio advertising and social content.