Bronze
Branded Entertainment
Entertainment - Audio
| Entrant: | VML, Mumbai |
| Brand: | Coca-Cola |
| Title: | "Sing To Remember" |
| Corporate Name of Sponsoring Client: | The Coca-Cola Company |
| Client Company: | The Coca-Cola Company, Gurugram |
| Global Chief Marketing Officer: | Manolo Arroyo |
| Chief Marketing Officer: | Arnab Roy |
| Head of Global Brand Marketing: | Islam ElDessouky |
| Client Head of Brand Marketing: | Kaushik Prasad/Sumeli Chatterjee |
| Senior Client Brand Managers: | Vatsala Mahendra/Pavan Nagpal/Erum Zahera/Rashmi Jha/Srijan Virmani/Aanchal Chauhan |
| Media Company: | EssenceMediacom, Delhi |
| General Manager - Media Company: | Farah Siddiqui |
| Media Strategist: | Aakruti Upadhyay |
| Media Strategy Director: | Renee Kishore |
| PR Company: | PR Pundit, Gurugram |
| Agency: | VML, Mumbai |
| Global Chief Creative Officers: | Rafael Pitanguy/Debbi Vandeven |
| Global Chief Creative Officer - OpenX: | Andrew Keller |
| Global Chief Creative Officer - StudioX: | Andre Moreira |
| Chief Creative Officers: | Mukund Olety/Paul Nagy |
| Executive Creative Director: | Varun Anchan |
| Senior Creative Directors: | Rahul D'Cruz/Appar Grover |
| Creative Director: | Yash Modi |
| Associate Creative Directors: | Vaibhav Bhave/Saurav Arya/Lorran Schoechet/Thomaz Marsiglia |
| Senior Copywriter: | Vishnu Nair |
| Copywriter: | Yashi Gupta |
| Art Director: | Keshia Dsilva |
| Agency Designers: | Rashmi Kumari/Sonal Kulthe |
| Agency Head of Production: | Nicole Godoy |
| Agency Producers: | Bárbara Emery/Nana Garcia |
| Agency Editors: | Rashmik Patel/Gaurav Singh/Alexandre Diniz |
| Agency Motion Designers: | Mohit Kundaikar/Chandra Shekhar |
| Agency Strategy Director: | Chase Cornett |
| Agency - WPP Business Director: | Dip Sengupta |
| Agency Business Director: | Agency - WPP Business Director: Dip Sengupta |
| Agency Senior Account Executive: | Naini Khurana |
| Agency Group Account Director: | Shreya Krishnan |
| Production Company: | Universal Music India, Mumbai |
| Production Project Manager: | Matheus Gugelmim |
| Head of Sound: | Vox Haus |
| Music Producer: | Daniel Corte |
| Voice-Over: | Jaden Mascarenhas |
Description:
India’s diverse cultures and languages are often underrepresented in pop culture. As Coke Studio returns to India after 8 years, we aimed to authentically highlight these facets.
Our goal was to make Coke Studio Bharat a platform for India’s unrepresented cultures and languages, integrating them into pop culture.
IDEA Music can inspire and preserve culture.
This time, we celebrated India's linguistic diversity. To relaunch Coke Studio, we featured up-and-coming Gujarati artists Aditya Gadhvi and Achint Thakkar in "Khalasi" – a song blending traditional Gujarati folk with contemporary beats.
By leveraging influencers, choreographers, and the Navratri festival, we engaged a billion people in celebrating Gujarati culture.
STRATEGY After eight years, Coke Studio’s return needed to resonate with loyal fans and a younger, culturally connected audience. Inclusivity and cultural representation were crucial.
We made songs available on platforms like Instagram, YouTube, and MOJ to reach young, digital-savvy audiences. "Khalasi" became a backdrop to the 9-day Navratri dance festival.
EXECUTION We meticulously planned and collaborated with Gujarati artists for "Khalasi." Released strategically around Navratri, the song was distributed across digital platforms and traditional media, gaining traction at major events like the ICC Cricket World Cup 2023.
Within 90 days, "Khalasi" achieved over 4.5 billion views, topped global viral lists, and inspired over 11.6 million user-generated content pieces.
OUTCOME "Sing to Remember" with "Khalasi" made history, surpassing English and Hindi hits.
#1 most Shazamed song in India #3 Spotify daily viral song (India) for 90 days #10 Spotify daily top songs (India) for 3 weeks #8 Spotify global viral charts for 2 weeks With 5 billion+ views and 1 billion+ streams, the campaign generated $50M in earned PR value. It featured at the ICC World Cup 2023 finals and received praise from Prime Minister Narendra Modi.
The true impact was seen in 11.6 million people creating and posting content in Gujarati, highlighting the cultural significance and widespread media coverage across major outlets.