Coca-Cola, in partnership with MTV, has announced the India edition of its well-known 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.
Coke Studio@MTV, which has no auditions, no judges, no voting, just pure music, premieres in India on Friday, June 17, 2011, at 7 pm on MTV.
Speaking about the music property, Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India, said, “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.”
This musical delight comprises versatile and talented artists like Shaan, Shafqat Aamanat Ali, Shankar Mahadevan, Sunidhi Chauhan, KK, Hariharan, Kailash Kher, Colonial Cousins, Richa Sharma, Bombay Jayshree, along with folk legends of the likes of Khogen Das, Wadali Brothers, 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.
With the best talents in the industry celebrating the musical diversity of India, every episode will feature one established musician, one up-and-rising artist and one folk legend, creating a soulful sound to enthrall the audience.