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Coca-Cola has relaunched its music platform Coke Studio in India in a bid to engage with the nation’s young-at-heart, music-loving population and connect with Indians living outside of the major cities.
Coca-Cola’s globally feted music-led global franchise is back in India. Coke Studio is a music platform with a mission to provide consumers with exclusive access and content to music festivals, artists and experiences.
The brand unveiled its repositioned India avatar and launched the first-ever edition of Coke Studio Bharat (Bharat is another name for India in the Hindi language). The season will comprise 10 tracks, that will celebrate the evolving young India, and bring together over 50 artists from across the country.
Arnab Roy, vice president of marketing, Coca-Cola India & Southwest Asia, told The Drum in an exclusive chat, “The future of India in the next few years is going to be driven by the bold and confident citizens living in the smaller towns of Bharat.”
Speaking at the launch event, Piyush Pandey, chairman of global creative and executive chairman of Ogilvy India said, “Coke Studio Bharat is an opportunity to move the classical to the ‘massical’ level, where the masses around the world can enjoy the magic of Indian music.”
The evolution of Coke Studio
Coke Studio, a globally acclaimed platform, has been about celebrating authentic regional music in whichever country it has been launched. It made its debut in Brazil in 2006 and has since then been launched in Pakistan, the Middle East, Africa, The Philippines, and Bangladesh. Most recently Coke Studio Tamil launched in Chennai, (South India).
In India, Coke Studio was first launched in 2011 and has had six editions since, the last one being in 2015. Despite a gap of eight years, Coke Studio has continued to have a large fan following in India and Roy credit’s the huge success of Coke Studio Pakistan, which has helped keep the brand alive for regional music fans.
What makes Coke Studio…
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