Content Aggregation carried out across teen destinations. 11 on air shows -MTV aired original episodes along with two leading entertainment channels with Radio simulcast across 29 cities - a first in India!

The music became a part of station playlists. Digital music destinations – Gaana.com, Ovi etc. carried Coke Studio music. Telco partners offered downloads and ringtones. QR codes on 1Mn+ Coke Bottles pointed to www.cokestudioindia.mobi

‘Live’ experiences delivered through college festivals, music award shows as well as mini concerts. Key youth hangouts aired Coke Studio samplers. RFID and Blu-fi allowed youth to download, experience and feedback.

Social media enabled sharing, comments, previews and behind the scenes. Facebook, YouTube and Twitter were key drivers. On ground contest for bands to be a part of Coke Studio received 60+ entries already with 2 more weeks to go.

“This is what music is supposed to be- CS2@MTV” sums up a fan experience.

Coke Studio exceeded expectations in the spread of content beyond television and the engagement seen amongst Indian Youth.

• 62M youth reached through Television!

• 7.8M reach through radio simulcasts.

• 1.78M fans on Facebook .

• 10.8M views on YouTube.

• 4600+ followers on Twitter, 10500+ mentions =>280M impressions over the season.

• 0.5Mn Facebook fans engaged with through RFID based activity.

• 208,000unique-website visitors +36,000 on the mobi-site.

• 12M+downloads through Blu-Fi.

• 1.23M music-streams across 4 web/mobile based portals.

• 20,000CDs sold–the largest non-film album

• Brand preference grew 0.1% while P4W grew 0.4%

• Volumes grew–33.2% increase(2013vs2012).