Music and Youth
‘Coke Studio Bharat’ celebrates the new voice of India
Mumbai: After the overwhelming success of Coke Studio globally, Coca-Cola announced the launch of Coke Studio Bharat in Mumbai. The season is an amalgamation of over 50 artists from across the country who have come together to create over 10 memorable tracks celebrating the roots of Bharat.
The Indian music industry is undergoing a revolution, and gen Z is driving the change. Today, the youth seek authenticity, greater freedom of expression and openness to immerse themselves into different music forms that are unique, diverse, yet meaningful. In this season of Coke Studio, emerging artists from India’s hinterlands and seasoned artists have come together, to lend their own unique voice to the tracks.
Coke Studio Bharat: Apna Sunao is humbled to be a conduit to give these talented artists’ unique voices a stage to tell the story of Bharat that is rooted in culture yet embraces the new music of today. The platform will host music that pays homage to the various parts of India that artists call home, connecting with stories that are rich in history, with diverse languages, and using varied musical instruments creating magical melodies set to enthral.
Today, Indian artists are telling their stories proudly, in voices that are not only authentic and truly regional but also loved by fans worldwide. ‘Apna Sunao’ celebrates exactly this spirit of new India and is built on this original and independent freedom of expression.
Coca-Cola India, and Southwest Asia vice president – marketing Arnab Roy said, “Coke Studio, a globally acclaimed platform, has always aimed to celebrate authentic regional music. Musical traditions from multiple regions in India are at an inflexion point not only in India but even globally. Coke Studio Bharat connects the truly distinct cultural dots of various regions in the country with artists whose music is defined by their roots. They are the real stars of the season, giving regional music a bigger impetus.”
Ogilvy India chairman of global creative and executive chairman Piyush Pandey congratulated the Coke Studio Bharat team and said, “Coke Studio Bharat is a fantastic endeavour in making the rich Indian musical and cultural diversity, more seamless and beautiful. It reminds me of the magic of Mile Sur Mera Tumhara in the late 80’s, where I was privileged to be a part of the creative team. The magic of multiple languages and change of instrumentation, singing and people created an iconic piece. Today it’s an opportunity to move the classical to the ‘massical’ level, where the masses around the world can enjoy the magic of Indian music. It is music from the ‘heart of India, from every part of India’. Bravo, Coca-Cola India.”
This season of Coke Studio is curated by the acclaimed, award winning musician and sought-after songwriter, Ankur Tewari. Breathing magic into Apna Sunao, Tewari has onboarded a thinktank comprising critically acclaimed poet, lyricist and scriptwriter Kausar Munir along with award winning sound engineer and music producer KJ Singh. Together they have handpicked regional gems to give their sound a new voice.
The current season features celebrated artists and musicians like Amira Gill, Achint, Aditya Gadhvi, Arijit Datta, Amaan and Ayaan Ali Bangash, Ashima Mahajan, Armaan Malik, Bombay Brass, Burrah, Charan Raj, Deveshi Sahgal, Dhruv Vishwanath, Diljit Dosanjh, Donn Bhatt, Hashbass, Jasleen Royal, Kanwar Grewal, Mahan Sehgal, Mansa Pandey, Maithili Thakur & Brothers, Mohammad Muneem, Noor Mohammad, OAFF & Savera, Osho Jain, Prabhdeep, Rashmeet Kaur, Seedhe Maut, Sakur Khan & Sons, Sanjith Hegde, Shillong Chamber Choir, Tajdar Junaid, and many others in a canvas of diversity, that showcases authentic and unique sounds that will unite fans from across the country. The season will also put the spotlight on regional Indian instruments like algozha, chimta, duff, sarod, sarangi, tumbi, and rabaab.
Coca-Cola has partnered with Universal Music India (UMI) as executive producers for the launch season of Coke Studio Bharat. Speaking on the association, Universal Music India, India & South Asia MD and CEO Devraj Sanyal shares, “To be a significant part of the Coke Studio phenomenon is a true honour for any music company, but to be involved in it from start to finish including spreading our brand of Bharat music to not just our country but to the worldwide streamscape is something that makes me very proud. The trifecta of team Coca-Cola, Ankur Tewari and my team came together with our creators in a way I’ve rarely witnessed, making way for some of the finest folk & fusion music in a new age Bharat sonic that I have ever heard. Today more than ever before, music knows no language or genre. It is crossing borders boldly the world over and it’s our shared dream that we are able to deliver that in the first season of Coke Studio Bharat.”
Listeners can tune into Coke Studio Bharat across all audio OTT platforms including Spotify, Gaana, Saavn, Wynk Music, and Audible worldwide, with distribution managed by UMI. Weaving life into Ankur Tewari’s vision for Apna Sunao, UMI has roped in Misfits Inc. for audio production and Colosceum Media for video production. The first song of the season will be released on 7 February 2023. Come join in the celebration by scanning the QR code on a Coca-Cola pack to directly reach the dedicated Coke Studio Hub that contains exclusive content that the artists have created, along with behind-the-scenes visuals. Scanning the pack also allows the audience to view the 360-degree view of selected songs, thus virtually transporting the audience inside the sets of Coke Studio through their mobile phones. Coke Studio invites consumers to share their own renditions of their favourite Coke Studio Bharat songs to be amplified across the nation.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
