Coke-Studio, a critically-acclaimed global IP rapidly expanded with local editions in India, US, Philippines, Africa and the Middle East. And in 2023, Coke-Studio-India, which has been dormant for eight years, was back. This time, its eyes were on the global map with roots that go deep within India. It pioneered come back as Coke Studio Bharat, Bangla and Coke Studio Tamil, with a vision to bring regional voices to the world.
The aim was to look at Coke Studio beyond a brand music IP and immerse it into the ecosystem as a cultural phenomenon. Over 50artists from across the country, young and seasoned artists came together to create 20+ melodious tracks celebrating India’s diversity.
Objective:
• Launch 1st ever Digital-first global Coke-Studio with 3 regional charters – Coke Bharat, Coke Tamil and Coke Bangla
• Drive discovery to get 1Bn-Views
• Regionalising Coke Studio “Apna-Sunao”
• Recruiting teens weekly+ drinkers through music as a passion
