Coke Studio returns with the new voice of India via new Ogilvy India campaign
The Indian music industry is undergoing a revolution, and Gen Z is driving the change. Their search for authenticity has paved way for greater freedom of expression, leading to music that is unique, diverse, genre-bending, and constantly evolving. Music that wants to and needs to be heard.
In this changing landscape of music, independent artists from small towns have carved their own niche, found their own voice. They’re challenging the norms and wearing their Indianness with pride. Coke Studio Bharat: ‘Apna Sunao’ celebrates the uniqueness of these voices, who are here to tell their story of India while embracing the music of today.
Ogilvy as part of Open X has launched a campaign that brings the essence of this thought, ‘Apna Sunao’, to life. Part of which is the content piece voiced by the legendary Amitabh Bachchan. The piece beautifully showcases how India is so diverse, yet united by music. Though every nook, lane, and city of India has a different, unique voice, its own music, it serves one goal, bringing people together.
“Apna Sunao is a celebration of authenticity, of freedom of expression. Today’s youth want to have their own voice, tell their truth. India is filled with these voices, these stories. That is exactly what Coke Studio is bringing to life, stories that are from every corner of the country, that are rooted in truth and Indian at heart. There couldn’t have been anyone better to bring the story of Apna Sunao to life than the most recognizable voice in the country, Amitabh Bachchan,” says Sukesh Nayak, Chief Creative Officer, Ogilvy India.
Kaushik Prasad, Director Marketing, Coca-Cola Trademark (India & South-West Asia), said: “Coke Studio, a globally acclaimed platform, has always aimed to celebrate authentic regional music. This season, Coke Studio Bharat is bringing forth artists from various corners of the country, whose music is defined by their roots. An incredibly distinct and genius bunch, these artists are giving regional music a bigger impetus and beyond music, telling their unique stories. They have added more meaning to our ethos of ‘Apna Sunao’, the essence of which has been captured beautifully with Amitabh Bachchan’s magical voice.”
True to its core, Coke Studio remains relevant, young, proudly regional, and authentic. This season, it is all set to bring together the most unexpected blend of musicians, whether they belong to different regions or genres to tell beautiful stories through music.
This latest season of Coke Studio Bharat launched on the 2nd of February and the 1st song Udja by artists Burrah, Jasleen Royal, Oaff & Savera was released on the 8th of Feb.
Credits
Agency: Ogilvy
Chief Creative Officers – Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Creative Team: Hemant Sharma, Sagar Jadhav, Apurva Jain, Shivam Ingale
Account Management – Nikhil Mohan, Divya Madhavan, Ishita Hora, Tasneem Loharchalwala
Production House: Good Morning Films
Executive producer – Vikram Kalra
Producer – Robin D’cruz
Director – Shashanka Chaturvedi Aka Bob
