Brief Explanation

Reflecting the brand essence in an engaging and continuous manner through a calendar was the challenge. The calendar needed to act as a bridge between the musicians and the brand and make them feel they wanted to be a part of the experience.

The Brief

Coke Studio India seeks to bring the diverse Indian musical genres together to form a universal Indian sound, through a series of televised episodes on MTV India. The Brief was to create a calendar for Indian musicians that would exhibit the spirit of the brand and be a constant reminder of what it stands for.

How the final design was conceived

The essence of the brand was in fusing the diverse musical genres in India to create a unique sound. We wanted to bring alive the concept of fusion and the sound of the 12 months using Coca Cola bottles. This led us to ace percussionist Taufiq Quereshi, who selected various elements that reflect the spirit of a month and placed them in the bottles. He developed a unique way to shake the bottles to bring alive the sound of the season or occasion. Next we placed the bottles in a traditional Indian carry-cage and our musical calendar was ready.

Indication of how successful the outcome was in the market

The calendar served as a good conversation starter and almost all the musicians agreed to be a part of the show. The calendar has already prompted musicians to use it to compose new tunes, which is being aired in July 2012, Coke Studio India Season 2 on MTV.