IndiGo has announced a partnership with Spotify to introduce the “6E Shuffle” feature, which provides travellers with personalised playlists based on their destinations. This collaboration aims to enhance the travel experience by connecting music and travel in a unique way, catering to passengers who rely on music as a companion during their journeys.
With “6E Shuffle,” IndiGo passengers will have access to playlists designed to match their travel plans and musical tastes. The feature includes music choices curated specifically for popular travel routes and destinations. Travellers can access these playlists through IndiGo’s dedicated microsite, which directs them to Spotify for seamless listening.
IndiGo’s partnership with Spotify also includes a complimentary four-month subscription to Spotify Premium for those who book directly through the airline, allowing them to listen without ads and offline.
Spotify’s data shows that interest in travel-related playlists has been growing significantly in India, particularly among younger audiences. The streaming service reports that travel-themed keywords such as ‘road trip’ and ‘driving’ appear in user searches over 22 lakh times each month, highlighting a demand for music that complements travel experiences. Gen Z listeners, in particular, are leading this trend, with searches peaking during the mid-afternoon and in April each year.
By tapping into this demand, IndiGo and Spotify aim to meet travellers where they already are: immersed in music. Spotify India’s Director of Marketing, Neha Ahuja, noted, “Music is increasingly becoming a part of the travel experience, whether it’s for relaxation or setting the mood on the go. This partnership brings that experience to IndiGo’s passengers in a new and meaningful way.”
To promote the feature, IndiGo and Spotify have enlisted I-Pop artist Armaan Malik, who will appear in a video campaign for the service. The video, themed “tune in and take off,” promotes music as a key component of the travel experience and encourages passengers to create memories with a soundtrack tailored to each trip.
According to Neetan Chopra, IndiGo’s Chief Digital and Information Officer, the airline sees music as an integral part of the travel experience. “We’re constantly looking for ways to make travel memorable,” he said. “With 6E Shuffle, we’re giving passengers a way to personalise their journey through music.”
IndiGo’s decision to integrate music into its services aligns with a broader trend in the airline industry, where airlines are increasingly focused on enhancing the passenger experience through digital services. By joining forces with Spotify, IndiGo is bringing a new dimension to its in-flight offerings, aiming to attract customers who value entertainment as part of their journey.
For those interested in exploring 6E Shuffle, the service can be accessed via IndiGo’s microsite.
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