Coke Studio Bharat Celebrates The New Voice Of India

After the overwhelming success of Coke Studio globally, Coca-Cola has announced the launch of ‘Coke Studio Bharat’ in Mumbai. The season is an amalgamation of over 50 artists from across the country who have come together to create over 10 memorable tracks celebrating the roots of Bharat.

The Indian music industry is undergoing a revolution, and Gen Z is driving the change. Today, the youth seek authenticity, greater freedom of expression and openness to immerse themselves into different music forms that are unique, diverse, yet meaningful. 

In this season of Coke Studio, emerging artists from India’s hinterlands and seasoned artists have come together, to lend their own unique voices to the tracks.

Today, Indian artists are telling their stories proudly, in voices that are not only authentic and truly regional but also loved by fans worldwide. ‘Apna Sunao’ celebrates exactly this spirit of new India and is built on this original and independent freedom of expression.

Arnab Roy, Vice President, Marketing Coca-Cola India, and Southwest Asia says, “Coke Studio, a globally acclaimed platform, has always aimed to celebrate authentic regional music. Musical traditions from multiple regions in India are at an inflection point not only in India but even globally. Coke Studio Bharat connects the truly distinct cultural dots of various regions in the country with artists whose music is defined by their roots. They are the real stars of the season, giving regional music a bigger impetus.”

Piyush Pandey, Chairman of Global Creative and Executive Chairman, Ogilvy India congratulated the Coke Studio Bharat team and shares, “Coke Studio Bharat is a fantastic endeavour in making the rich Indian musical and cultural diversity, more seamless and beautiful. It reminds me of the magic of "Mile Sur Mera Tumhara" in the late 80's, where I was privileged to be a part of the creative team. The magic of multiple languages and change of instrumentation, singing and people created an iconic piece. Today it's an opportunity to move the classical to the 'massical' level, where the masses around the world can enjoy the magic of Indian music. It is music from the 'heart of India, from every part of India'. Bravo, Coca-Cola India.”

This season of Coke Studio is curated by Ankur Tewari. Breathing magic into ‘Apna Sunao’, Tewari has onboarded a thinktank comprising critically acclaimed poet, lyricist and scriptwriter Kausar Munir along with award winning sound engineer and music producer KJ Singh. Together they have handpicked regional gems to give their sound a new voice.

Coca-Cola has partnered with Universal Music India (UMI) as executive producers for the launch season of Coke Studio Bharat. 

Speaking on the association, Devraj Sanyal, MD and CEO, Universal Music India, India & South Asia comments, “To be a significant part of the Coke Studio phenomenon is a true honour for any music company, but to be involved in it from start to finish including spreading our brand of “Bharat “ music to not just our country but to the worldwide streamscape is something that makes me very proud. The trifecta of team Coca-Cola, Ankur Tewari and my team came together with our creators in a way I’ve rarely witnessed, making way for some of the finest folk & fusion music in a new age Bharat sonic that I have ever heard. Today more than ever before, music knows no language or genre. It is crossing borders boldly the world over and it’s our shared dream that we are able to deliver that in the first season of Coke Studio Bharat.”

The first song of the season will be released on February 7th, 2023. Listeners can tune into Coke Studio Bharat across all audio OTT platforms including Spotify, Gaana, Saavn, Wynk Music, and Audible worldwide, with distribution managed by UMI.