The Campaign

India is governed by three major passions - cricket, movies and music. Of these, music is the only one that has an immediate and strong universal appeal amongst the young people in the country. India's diverse music genres have something for everybody; from Bollywood film music, Hindustani Classical, to regional music, Indo - Western styles and countless others. Hoever, none had a truly pan-India appeal. Coca Cola India found its human purpose in bringing together these diverse musical genres, to create a new sound to release happiness, through Coke Studio India.

Results

The objective of Coke Studio was to make a place for Coca Cola in the lives of young Indians, by being relevant to their lives. A musical experience was televised across the country over a number of episodes. More like a fusion concert than free jam sessions, each of these episodes had artists from different music backgrounds performing together to create something unique. The televised episodes were popularised through mini-concerts held across the country and a riot of attractive communication in the media.

Coke Studio India brought together popular and not so popular music maestros and gave them a platform to create a sound that held a universal appeal. A musical experience televised across the country over a number of episodes. More like a fusion concert than free jam sessions, each of these episodes had artists from different music backgrounds performing together to create something unique. The televised episodes were popularised through mini-concerts held across the country and a riot of attractive communication in the media.

The show was a huge hit and was voted the second most favourite show in MTV India. More than 10million 'likes' were recorded on the Facebook page, while total downloads crossed the 30m mark. The mini-concerts organised across the country to promote the show ran to packed audiences. However, the best part is that its popularity, and downloads of its music, are still going up even as you read this.