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.

Everything has a unique sound, an identity. Whether it’s the splashing of water or the ringing of a bell. In India, the sounds are an extension of our culture as well. From a marriage procession to a regional song, India’s sounds tell the story of its culture and music. Our idea was to celebrate these diverse, recognizable sounds of India that bring its people together and highlight the individualism of its young artists. It shows that these artists are rooted in their culture and are a part of their community but are also exploring their sound. To drive this message home, we used the most recognizable voice in the country for the film, Amitabh Bachchan.

The idea aligned with the brand’s message, ‘Apna Sunao’, which translates to, ‘The story of us’. It celebrates individualism and encourages artists to tell their stories through music, their way.

Over 94% of India’s online consumers listen to music, and most of them are young. Despite an increase in interest in international music, Bollywood and regional music are still the most preferred genres for the Indian audience.

Coke Studio, an entity that merges contemporary sounds with classical music serves as a perfect platform for its audience. It encourages and facilitates the creation of new songs and the reimagination of India’s long-lost symphonies.

We tapped into the interests of India’s younger generation and understood that they’re incredibly purpose-driven. They value authenticity and freedom of expression in all forms of entertainment they consume. Therefore, the eventual campaign had to come from a place of India’s deep cultural roots to be as authentic as possible to cater to its younger audience.

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.

The film received a lot of love on social media, getting over 50 million views. The audience was excited about the new season and had already started tagging the artists involved. Given that Coke Studio was coming after such a long time and bringing forth artists from various parts of the country, people were excited about the kind of music that would be created. As of today, each of Coke Studio’s songs from this season has over 10 million views on YouTube, most of whom belong to the Gen Z demographic. The songs have found immense popularity with reels in the forms of song and dance covers.