You can ask Amazon’s smart speaker Echo – better known as Alexa – for almost anything, from a recipe for curry to a bedtime story or the date of the construction of the Taj Mahal. But one of the most popular requests is for music. So when it came to launching Echo in India, Amazon and its agency Blink Media played on this trend. Using another popular source of music, YouTube, they created pre-rolls for well-known tracks. So when people looked for their favourite Ed Sheeran or Taylor Swift song on YouTube, a short film kicked off showing somebody searching for it via Alexa. Simple and highly targeted, with not a penny spent on music licensing. The idea has already won a coveted Webby Award.