Open Music

Sep 03 2013, 08:16 IST
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SummaryCoca-Cola has got the youth tuning in to the third season of Coke Studio@MTV.

Coca-Cola India has brought back its successful musical show Coke Studio@MTV. In its third season, which started on August 17, some of the most popular music composers including AR Rahman, Salim Merchant, Sulaiman Merchant, Ram Sampath and Papon will be seen.

“The fact that we have new music, means that we have a new season of Coke Studio. Also, after the last two seasons, the time had come for us to ponder about the stature of this property. The popularity of the property has helped in bringing people such as AR Rahman, Salim Merchant, Sulaiman Merchant, Ram Sampath under one roof to compose unique music,” said Wasim Basir, director—integrated marketing communications, Coca-Cola India.

The Atlanta-based beverage company first launched Coke Studio two years back on June 17, 2011 with an aim to attract consumers with music. Needless to say, the gamble has paid off. “Coca-Cola is not a music company and also has no intentions of being one. At the same time, we want to use music to engage with our consumers. We believe that with Coke Studio we have a property now which is prized enough for people to want to be a part of it,” explained Basir.

As per the company, over the past two seasons Coke Studio@MTV has got around 70 million viewers on television, 15 million views across Youtube, 1.9 million fans on Facebook, and over 1,50,000 thousand tweets with #cokestudio. At a time when channels as well as brands are trying to find the right concept for advertiser funded programmes, also known as branded content, it appears Coca-Cola India has struck the right chord with Coke Studio. Interestingly, the property has registered more than 15 million downloads and more than one million audio streams, says the company. Coca-Cola has so far organised 15 live shows, and claims to have sold around 35 thousand CDs.

“The property was developed keeping in mind the needs of the brand as well as the channel and this is one of the biggest reasons behind its success. Branded content needs to meet the demands of the brand it is being associated with,” said Navin Khemka, managing partner, ZenithOptimedia.

Similar to last year, the show is being aired on MTV apart from being simultcast on Reliance ADAG’s radio network BIG 92.7FM. The show is also aired on Doordarshan and Hindi general entertainment channel (GEC) Colors apart from several regional channels including PTC Chakde

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