Coca-Cola & MTV in association with Spice Mobiles presents 'Coke Studio@MTV' live Minicerts

Media News

Mumbai, July 29, 2011

Music lovers were treated to a musical evening as ‘Coke Studio@MTV Minicerts presented by Spice Mobiles’ with its diverse ensemble of artists rolled out an exhilarating bouquet of renditions across genres at Hard Rock Cafe, Friday 29thJuly.

Bringing alive the magic of just PURE music at The Hard Rock Cafe, Mumbai an exceptional group of artists comprising Kailash Kher as the guest singer, Sufi maestro Tochi Raina, suave sultana Harshdeep Kaur, fresh talent Divya Lewis, Guajarati folk artist Parthiv Gohil and eastern folk elegance Papon regaled everyone with their soulful tracks. Various genres of folk, qawwali and classical were churned out, like ‘Piya’ and ‘Dilruba’ by Kailash Kher, a Sufi number ‘Rab E Elahi’ by Tochi, ‘Dinae Dinae’ and ‘Pak Pak’ by Papon, ‘Hoo’ by Harshdeep and ‘Angel’ by Divya Lewis, duet performances on ‘Yaar Basianda’ by Tochi & Harshdeep, ‘Aao Na’ by Divya & Tochi and ‘Tum Jo Mil Gaye Ho’ by Harshdeel & Parthiv, culminating with a group performance on Tere Naam! The audiences were enthralled by the impeccable musical renditions by saakthe eclectic artists today at the minicert and were left wanting for more.

Says Kunal Ahooja, CEO, S Mobility Ltd. “Coke Studio is a representation of the great sounds of our country and is enjoyed immensely by anyone who appreciates soul stirring music. At Spice we have long been focusing on music products and our latest line-up of phones with SRS surround sound and Yamaha amplifier will allow you to enjoy each strain of music in far better and crisper detail than ever before. The content will also be available on the phone to our customers. Our association with MTV Coke studio further elaborates our efforts in bringing innovative technology in mobile devices."

Speaking about the music property, Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India, “Coke Studio as a concept has struck a great connect with the audience across the country which is also reflected in the response that it has elicited on social and digital platforms. Coke Studio India now has close to 500,000 Facebook fans and has registered more than 1,000,000 hits on youtube. There have been more than 5 million mobile downloads. The music concerts that we are now organizing, provides us another opportunity to connect our brand with music lovers from across the country. We believe that the ‘happy’ energy of Coca-Cola would help people in India come together to find their voice and share it with the world through music.”

Commenting on the first minicert, Aditya Swamy - Channel Head, MTV India, says “Music is about discovery and experience... While the show has reached out to more than 30 millon people on television, the concerts are a chance for people to experience the magic of Indian fusion. This among several initiatives we are rolling out to take music to the people.”

Produced by MTV India in partnership with Red Chillies Entertainment’s Idiot Box, Coke Studio@MTV truly exemplifies the melodious symphony of the diverse genre, bringing alive the magic of live recordings and performances. Coke Studio@MTV prides itself in providing a musical platform, which bridges barriers, celebrates diversity and encourages collaboration. Coke Studio@MTV Airs every Friday at 7pm on MTV!

For further information, please contact:

Avian Media

Shweta Poojari

Mobile: +919819830369

Email: Shweta.poojari@avian-media.com