Coke Studio Bharat is Coca-Cola's latest attempt to connect with India's diverse audience through curated regional music experiences
Coca-Cola's flagship music entity, Coke Studio, has made a comeback in India after an eight-year hiatus. The platform, known for producing independent studio recorded music, was a significant player in diverging from mainstream music that gained popularity. Coke Studio India, which began in 2011, had four seasons and released around 50 tracks. However, operations in India were halted in 2015 due to management and operational changes.
With the growing hype and preference for independent music in India, Coke Studio has rebranded itself as Coke Studio Bharat, aiming to shine a spotlight on lesser-known musical prodigies in India. Arnab Roy, vice president, marketing Coca-Cola India and Southwest Asia, says India has a multitude of talented artistes capable of creating exceptional music, “All they need is a platform to be nurtured,” he explains. Recognising India’s market, he adds that close to 60 percent of Coke Studio Pakistan’s audience comes from the northern belt of India. “If Coke Studio Pakistan owes its major audience to India, Coke Studio Bharat that highlights Indian culture will definitely make waves,” he says.