Short List
Product / ServiceCOKE STUDIO
CategoryA02. Best Use of Magazines/Newspapers
Entrant Company LEO BURNETT INDIA Mumbai, INDIA
Advertising Agency LEO BURNETT INDIA Mumbai, INDIA


Name Company Position
Sreekumar Balasubramanian Leo Burnett India Client Servicing
Mahesh Khatate Freelancer Photographer
Mayuresh Natalkar Leo Burnett India Art Director
Devang Patel Leo Burnett India Art Director
Brijesh Parmar Leo Burnett India Art Director
Vikram Pandey Leo Burnett India Executive Creative Director
Nitesh Tiwari Leo Burnett India National Creative Director
K V Sridhar Leo Burnett India Chief Creative Officer

Results and Effectiveness

The youth, that's on the lookout for new experiences were instantly attracted to the ad. Intrigued by the optical play of the reflection on the can as well as the music from the hidden chip, the readers of Rolling Stone experienced a unique brand engagement. Fascinated by the experience, video clips showcasing the entire experience was posted on the social network and created a viral effect, reaching many more than ever intended. Coke Studio micro-site and Youtube channel experienced a spike in the traffic. The entire 'Reflection of Music' campaign added 1 million fans, generated 6 million downloads and 4 million Youtube hits.

Creative Execution

To bring alive a unique, new Coke Studio experience we created an unusual magazine ad in the most popular music magazine – Rolling Stone. The December issue of the magazine went out with a complimentary Coke can and our ad on the front flap. The ad displayed an abstract art created using a mix of popular western and traditional Indian classical music instruments. The ad urged readers to place their complimentary Coke can at a designated spot on the page. To their surprise, the reflection of the abstract instrument art on the Coke can resulted into a beautiful portrait of famous Coke Studio artist – Usha Uthup. Simultaneously, the action of placing the can also triggered the embedded sound chip to play the artist's popular Coke Studio song

Insights, Strategy and the Idea

To connect with the youth of the youngest country in the world, Coca-Cola India launched Coke Studio - a platform where musicians from diverse genres came together to create unique, never-been-explored fusion music that's free for all on the internet. This distinct combination of popular music and Indian traditional music was an instant hit. Coke Studio Season 2 featured some of the most celebrated musicians in the country, Usha Uthup, Vishal Dadlani, Amit Trivedi. The marketing object of this campaign was to create buzz around Coke Studio and the artists by engaging young music lovers in a unique way and sustain traffic on the Coke Studio micro-site and Youtube channel. Youngsters love 'New'. Anything that's unseen or not tried before attracts them like a moth to a flame. Based on this insight we created an innovative, never-before brand experience using a magazine ad.