India is governed by 3 major passions – cricket, movies and music. Of these, music is the only one that has an immediate and the strongest universal appeal amongst the young people in the country. India’s diverse music genres have something for everybody. From Bollywood film music, to Hindustani Classical, to regional music, Indo - Western styles and countless others.

However, none had a truly pan-India appeal. Coca Cola India found its human purpose in bringing together these diverse musical genres to create a new sound to release happiness, through Coke Studio India.

A musical experience was televised across the country over a number of episodes. More like a fusion concert than free jam sessions, each of these episodes had artists from different music backgrounds performing together to create something unique. The televised episodes were popularised through mini-concerts held across the country and ariot of attractive communication in the media.

The show was a huge hit and was voted the second most favourite show in MTV India. More than 10m ‘likes’ were recorded on the Facebook page while total downloads crossed the 30m mark. The mini-concerts organised across the country to promote the show ran to packed audiences. However, the best part is that its popularity, and downloads of its music, is still going up even as you read this.