We started by roping in the most known non-Bollywood artist, Leslie Lewis, and the largest music channel MTV. We created a site Cokestudio.com. We convinced some known and some not so known artists to come together and start creating alternate fusion music. We created different concerts for different artists in different cities in places like Hard Rock cafes. With each of these mini-concerts new sounds, new rhythms were created. 8 one-hour shows on TV with behind the scenes were created. We started popularizing Coke Studio on TV, YouTube, Facebook and Radio . Coke studio started featuring in editorials across TV and Press. The demand for CDs and Blu-fi downloads started increasing. Demand for tickets for the concerts started increasing. Huge chatter on Facebook, tweets exploded across India. The content pipeline stemming from Coke Studio had huge numbers downloading ringtones, wallpapers and a host of other unique content.

Coke Studio aroused passions: some loved it and some hated it. Nonetheless it opened minds and hearts. It opened happiness. 100m Indians have already tasted the special brand of Coke Happiness.•Largest non- film CD in India in 2011•10m+ Blu fi downloads•3m+ views on YouTube•717,900+ Facebook-fans•100,000 visitors on Cokestudioindia.com in first 3-weeks•50m reached through TV in first 8 weeks•17% growth in volumes in 3 ‘non-season’ months•12% increase in brand loveThe magic will continue in 2012 with the new edition planned for this summer.