Coke Studio Bharat Aims to Celebrate the New Voice Of India
Team Radio City Freedom
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. The season will comprise 10 tracks, that will celebrate the evolving young India, and bring together over 50 artists from across the country.
The refreshed Coke Studio Bharat will feature musical traditions from multiple regions in India to create music for the music-loving, young-at-heart New India consumer. The distinct cultural dots of various regions in the country have been connected with artists whose music is defined by their roots – all of it done in a foot-tapping and engaging manner.
The season has been curated by well-known musician and songwriter, Ankur Tewari along with a think tank comprising poet, lyricist and scriptwriter Kausar Munir and sound engineer and music producer KJ Singh. Universal Music India (UMI) is the executive producer for the launch season of Coke Studio Bharat.
Once all the songs have been launched, they would be available across all audio OTT platforms including Spotify, Gaana, Saavn, Wynk Music, and Audible worldwide, with distribution managed by UMI.
Coca-Cola cans will have QR codes that can be scanned and take the consumers to the dedicated Coke Studio Hub to provide access to exclusive content created by the artists, along with behind-the-scenes visuals. Scanning the pack will also give audiences access to a 360-degree view of selected songs.
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