COKE STUDIO BHARAT: SING TO REMEMBER

Campaign and Content Design, Public Relations, Social

The challenge

A diverse land of 780 languages, India has actually lost 200 languages over the last two decades and risks losing more.

The reason for this linguistic erosion is under-representation in pop culture, which primarily features just Hindi due to Bollywood, India’s massive film industry, and English due to global influences.

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The solution

With Coke Studio Bharat, there was a mission to add purpose and with the power of music give languages on the verge of being forgotten a stage to persevere.

The resurgence of Coke Studio in India aimed to celebrate music from the hinterland – the new voices of India focused on the power of regional languages and celebrating cultures.

To launch Coke Studio in India after eight years, a big-ticket event was attended by 75+ artists and 125+ media and music KOLs.

Strategic and customized PR outreach for 10 songs was done across 18 states securing 1000+ editorials to reach over 4 billion people.

One such song, Khalasi beautifully weaved together traditional Gujarati folk elements with hook-step-worthy beats that appealed to diverse audiences; a song that not only entertained, but also served as a cultural statement; given the language is spoken by less than 5% of India’s population.

Using the power of influencers, choreographers, creators and singers along with tapping on the occasion of Navaratri, the biggest nine-day Gujarati dance festival, we got a billion people to dance, sing and celebrate with Coke Studio Bharat.

The results

#1

The ‘Sing to Remember’ campaign featuring Khalasi didn’t just break the internet, it made pop culture history, surpassing English and Hindi hits on all the charts. No. 1 most Shazamed song in India; No. 3 Spotify daily viral song in India for 90 days; No. 10 Spotify daily top songs in India for three weeks; Globally No. 8 on Spotify viral charts for two weeks.