Coca-Cola in partnership with MTV India has announced the India edition of Coca-Cola’s international music property - Coke Studio. Coke Studio@MTV is said to be "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 will premiere in India on June 17, 2011, Friday 7pm on MTV.
Speaking about the music property, Wasim Basir, director, integrated marketing communications, Coca-Cola India, said, “We are delighted that the news of Coke Studio’s arrival in India has been received with immense eagerness and enthusiasm by the hugely talented and distinctive Indian music fraternity. 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.”
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.”