India’s music industry is going through a shift, and Gen Z is driving that change. Their tastes are constantly evolving, leading them to search for new-age, authentic, and unique music. They’re turning towards Indian musicians but want them to have an international appeal.

After 8 years of hiatus, Coke Studio was launching a new season. Coke Studio is an only-of-its-kind show in the country that encourages and facilitates the creation of new songs and reimagination of India’s long-lost symphonies. This time, they had picked artists from all over the country and wanted to highlight the many stories of many Indias. We had to create a buzz around the season, that celebrated India’s multiculturism and appealed to the most socially active and musically driven audience in the country, Gen Z. We had to drive them towards the international yet truly Indian sound that Coke Studio famously produces.

The film is a celebration of India’s diversity and the string that ties it together, music. It features different cities in India, their varied cultures, and their unique celebrations. Superimposed with the traditional in each of these nooks is the youth of India, silently watching, soaking in their culture while embracing the sound of today. They’re playing drums in Indian villages while still wearing their turban with pride, they are introducing the world to the melodies of Iktara and Sitar. Featuring India’s most recognizable voice, Amitabh Bachchan, the film showcases how India’s young artists have found their unique voice that is innovative, genre-bending, and leaves a mark. It is rooted in culture, yet global in its sound. Coke Studio gives these artists a stage to tell their unique, truly Indian stories through music. With Apna Sunao, it encourages India’s youth to do the same.