Music is happiness and followers want it – Always On!


NewZNew (Chandigarh) : Coke [email protected] MTV – an experiment in fusion music and an idea that connects us to our roots – returns in an “always on” format. Coke [email protected] Season 4 will be ayear-long show of soulful music, curated and composedby some of the best in business- Vishal-Shekhar, Amit Trivedi, Pritam, Clinton Cerejo, Sachin-Jingar, Ram Sampath, Sneha Khanwalkar, Papon, Badshah and Raftaar.

Season 4 of Coke [email protected] was launched over an evening of Coke and music by Coca-Cola Ambassadors – Alia Bhatt and Siddhartha Malhotra and musicians – Amit Trivedi, Clinton Cerejo, Papon, Pritam, Ram Sampath, Rekha Bhardwaj, Sachin-Jingar, Sneha Khanwalkar, Harshdeep Kaur and Raftaar.

Singers in Coke [email protected], Season 4 include Rekha Bhardwaj, Jyoti Nooran, Harshdeep Kaur and many more.

Starting March 1, 2015, and every first Sunday of the month, at 8 PM, Coke [email protected] will release a musical composition, both as a stylized video and audio, along with multiple elements that will capture the journey of making the music Coke [email protected] Season 4 including studio sessions, producer profiles and much more. Each of these videos and audio will be simultaneously released on all MTV platforms and deployed across all audio and video platforms like YouTube, Saavn, Gaana, iTunes etc. by Zee music.

MTV will also be re-releasing two audience favourites ‘Madari’ and ‘Kattey’ with brand new music videos to kick off Coke [email protected] Season 4. In addition, Coke Studio will continue its journey of bringing LIVE experiences through more than 50 concerts and outreach programs, reaching 100 colleges across 10 cities.

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Speaking at the launch, Debabrata Mukherjee, VP-Marketing& Commercial, Coca-Cola India and South West Asia, said “Coke Studio is a platform, owned by a community of millions of music lovers. That makes it easy for us, because this community tells us what to do. But that also puts a huge responsibility on us because we have to ensure that we meet their expectations.  We make ourselves believe that so far we haven’t let them down or else the 2.9 Million Facebook fans would have made themselves heard. However, what they have asked of us, is to change the format and make it ‘always on’, ‘yearlong’ and as ‘singles’ rather than an album. We have made an honest attempt to deliver on these. Coke Studio lovers will let us know, if we put in our best efforts. I can only thank this ever growing community of Coke Studio lovers for continuing to challenge us on our efforts and creativity.”

Speaking about the fourth season, Aditya Swamy, EVP and Business Head, MTV, who has been involved with the property since its inception, said, “After producing 140 songs with over 400 artists, our hunger to delight music fans drives us to give the format a whole new beat. While music will always be at the very heart of this production, we have introduced new elements that build a deeper content experience. As classic meets contemporary, we are excited about starting a new chapter in the music bible of India.”

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Launching Coke [email protected], Season 4, Alia Bhatt, said “The freshness of Coke Studio always manages to surprise me. But what is commendable, is that even the compositions of the previous seasons have never gone out of vogue. It is amazing how do these composers make music that is lilting, soothing, sometimes high decibel but always lasting? Perhaps, because this is one property, where the music producers create music for themselves oblivious of likes, dislikes, fashion etc. Cheers to all of them and thank you for keeping us engaged!”

Sidharth Malhotra said, “Thank You Coke Studio for connecting us to our roots, for bringing talent to the front and center of public imagination, for giving us pure, honest music and for having chosen this era to do something as unique and rare as Coke studio. As the tagline says, ‘music is happiness’ and ‘happiness is always on’. I am looking forward to season 4.”

Four years ago, Coca-Cola and MTV came together to start a music revolution, that brought together different genres of music across 15 languages and 450 musicians across the borders. In its fourth year now, Coke [email protected], a music show that celebrates diversity and talent, discovers new sounds and breaks down the barriers is going to be unlike any of the earlier seasons anywhere in the world.

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Coke [email protected] is an iconic show with the most stellar performers on board who find it to be a matter of pride to be associated with the show. Artists who have associated with the show in the past return for yet another season because of their belief in this platform and the sheer excellence of it which attracts millions to view it. A show that is immensely popular on television as it is on the digital medium, Coke [email protected] has so far registered over 150Mn+ reach across all three seasons,2.9 Million Facebook fans and over 60 million hits on YouTube. The show will be supported by a 360 degree marketing plan with a massive focus on the digital platform considering the show’s popularity.


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