Coca-Cola partners with MTV India to bring its much awaited music platform to India.
BestMediaInfo Bureau | Delhi | May 9, 2011
Coca-Cola, the world's most loved beverage brand, in partnership with India’s leading youth brand - MTV, have announced the India edition of Coca-Cola’s internationally renowned music property - Coke Studio. Coke Studio@MTV, a first of its kind music project in India, will bring together diverse artists of different genres to create an extraordinary series of medleys, giving music lovers across the country a unique opportunity to enjoy Coke Studio’s signature fusion music. Creating waves with this property across the world, a show that has no auditions, no judges, no voting, just PURE MUSIC - Coke Studio@MTV will premiere in India on 17th June 2011, Friday 7pm exclusively on MTV.
Speaking about the music property, Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India said, “We are delighted that the news of Coke Studio’s arrival in India has been received with immense eagerness and enthusiasm by the hugely talented and distinctive Indian music fraternity. Music has the power to transcend barriers and bind people together and we believe that the ‘happy’ energy of Coca-Cola will help teenagers and young people in India come together to find their voice and share it with the world through music. We are sure that Coke Studio will help further strengthen our relationship with consumers, while giving audiences an unforgettable experience of fusion music created by a unique ensemble of artists.”
With the best talents in the industry celebrating the musical diversity of this incredible country, every episode will feature one established musician, one up-and-rising artist and one folk legend, creating a soulful sound that will stay with the audience for a long long time. This musical delight comprises of versatile and talented artists like Shaan, Shafqat Aamant Ali, Shankar Mahadevan, Sunidhi Chauhan, KK, Hariharan, Kailash Kher, Colonial Cousins, Richa Sharma, Bombay Jayshree along with folks legends of the likes of Khogen Da, Wadali Borthers, Rashid Khan, Sabri Brothers and upcoming talents like Advaitha, Shruthi Pathak, Chinna Ponnu, Harshdeep and many more. Pioneer of remix wave, ace musician and singer Leslie Lewis will be the mentor / technical director on Coke Studio@MTV guiding the artists in creating a soulful track.
Commenting on the announcement, Aditya Swamy - Channel Head, MTV India, says “Coke Studio@ MTV expresses the diversity of India through the language of music. People today want to experience music in its RAW form and a live recording is just that. An opportunity to do something so special comes around once in a lifetime and we at MTV are excited about leading a musical revolution.”
Produced by MTV India in partnership with Red Chillies Entertainment, Coke Studio@MTV truly exemplifies the melodious symphony of the diverse genre of music ranging from famous Bollywood rhythms, traditional tunes, modern western, folk, and much more bundled into a one spectacular musical treat. Bringing alive the magic of live recordings and performances, Coke Studio@MTV prides itself on providing a musical platform, which bridges barriers, celebrates diversity and encourages collaboration.