Coca-Cola, in partnership with MTV, recently launched the India edition of its internationally renowned music property – Coke Studio. MTV India has announced What’s-on-India as its exclusive preview partner for Coke Studio@MTV.
As part of this deal, the What’s-On-India channel will feature a host of promotions for Coke Studio@MTV, including sneak previews, singer profiles, making-of-Coke Studio and preview and showcase slots. Besides these, there is a fair amount of viewer engagement that What’s-on-India would trigger in the online, mobile and trade space.
Commenting on the announcement, Aditya Swamy, Channel Head, MTV India, said, “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.”
Also commenting on the alliance, Abrar Shaikh, General Manager, What’s-on-India, said, “Being India’s premier preview & showcase channel, we are constantly looking for ways to bring new and interesting content to our viewers. We are proud to partner with MTV for Coke Studio’s debut in India. As with our previous engagements with MTV, our mandate for this tie-up remains engaging viewers with a deep emotional connect that draws them closer to - the show concept, the format as well as with the artistes.”
Coke Studio@MTV, a first of its kind music project in India, brings 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 premiered in India on Friday, June 17, 2011, at 7 pm exclusively on MTV.