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Coke Studio all set to sway India on its tunes
Coke Studio all set to sway India on its tunes
By: iMedia News Bureau

The cola war between two of the biggest cola players in the world Pepsi Co. and Coca Cola Company has been in the limelight since ages. Each one tries to outdo the other by either doing something very unique or by simply creating some outrageous and hilarious advertisements, be it print, outdoor campaigns or even television commercials! When Pepsi comes out with sponsoring some major event, Coke will come out with some similar strategy but on a larger scale and vice-versa.  

So while Pepsi was the official partner / sponsor of the 2011 Cricket World Cup in India, Coke now comes up with one of its hot properties in India – Coke Studio. This music property envisaged by Coca Cola is all set to hit the Indian television on 17th June on MTV. The show called Coke Studio @ MTV is brought in India by Red Chillies Entertainment and is produced by the very talented music composer, singer and one of the Colonial Cousin Leslie Lewis, who will also be a mentor in the show. So what exactly is Coke Studio all about and why is it creating so much buzz worldwide?
This property was initially conceptualized and developed only for the Brazilian market in 2007 by the name ‘Coca Cola Studio’ and generated mixed reactions but it reached an all time high in Pakistan where it was introduced in an adapted format in the year 2008. Coke’s flagship music program is one of the most popular music programs produced and aired on Pakistani television and it is currently in its fourth season. It has been garnering a huge fan following on social media as well. It already has more than 600, 000 fans on Facebook and more than 7000 followers on Twitter and these numbers are increasing on a daily basis. 
 Brazil's Coca Cola Studio was changed to Coke Studio in Pakistan
Coke Studio @ MTV starts from 17th June and even before its launch in India, it has already created a good fan following with more than 150, 000 fans on Facebook. The Indian audiences are eagerly waiting to witness the fusion of various forms of music by artistes, who are geniuses in their capacity and in their respective field. And Coke Studio focuses on this fusion of the diverse musical influences, be it the contemporary popular music, Indi rock, Sufi, classical or folk music. It is a platform for upcoming and renowned musicians and artistes to perform and collaborate in live studio recording sessions.
The pilot episode of the first season of Coke Studio @ MTV in India would feature Shafaqat Amanat Ali jamming up with the likes of other talented artistes like Shaan, Sabri Bros, Shankar Mahadevan, Sanjeev T, Kailash Kher, Shruti Pathak, Raghu Dixit, Advaita, Wadali Bros, Papon and KK. With such names to its list of performers and a mentor like Leslie Lewis, Indian music aficionados and connoisseurs are in for a grand treat. 
Apart from the one in Pakistan, the Brazilian version of Coke Studio was launched in 2007 with the sole purpose of creating a totally different fusion music genre by getting two top Brazilian artistes from completely opposite music styles to jam together. The country’s top 14 artistes then came together and took the challenge to create something different and innovative, which was not only interesting but also soothing to the ear buds. While Coke Studio has been on its pinnacle in Pakistan as it has already entered the fourth season, we can still enjoy the Brazilian jamming sessions on its Youtube page.
Coke Studio @ MTV - The party starts from June 17
Every episode of the Indian version will feature one established artiste, one upcoming musician and one folk legend; together they will create a completely different blend of music. Coke Studio is not just another attempt at reality TV but it is indeed a movement, more specifically it is a cultural movement taking place in various countries of the world, be it Brazil or Pakistan or India or for that matter Indonesia where it is already underway. For the sheer passion of music, stalwarts from the Indian music fraternity will indulge and jam at one place to nurture and celebrate the joy of music through Coke Studio @ MTV!!!