Sing to Remember
Mainstream music in India is produced in just two languages, English and Hindi, even though the country speaks over 780. Coca-Cola saw an opportunity to help save the ones easily forgotten.
India has lost 200 languages in 20 years.
India is home to over 780 languages, but mainstream music is made in just two: Hindi, driven by Bollywood, and English. That imbalance has consequences. India has actually lost 200 languages over the last two decades, and risks losing more.
Coke Studio was returning to India after an eight-year hiatus, and we needed to reinvent what Coke Studio Bharat would stand for while staying true to the brand's value of authenticity. The objective: make Coke Studio Bharat a stage for India's unrepresented cultures and languages, and build a community for them to be part of pop culture.
The Sing to Remember project uses the power of music to awaken languages on the verge of being forgotten.
Uniting Languages Through Music
The first release was “Khalasi,” created with up-and-coming Gujarati artists Aditya Gadhvi and Achint Thakkar. It weaves traditional Gujarati folk elements with hook-step-worthy beats, appealing to traditionalists and contemporary audiences alike, in a language spoken by less than 5% of India's population.
We timed the launch to Navaratri, a nine-day Gujarati dance festival, and brought in influencers, choreographers, and singers to drive it. Khalasi became the first song in the language to beat every Hindi and English hit on the charts, getting a billion people to dance, sing, and celebrate in Gujarati.
It's heartening to see artists, creators, and fans coming together on “Khalasi” to create their own renditions and videos, turning the song into a success with 4.5 billion views. It exemplifies the vision of Coke Studio Bharat, authentically taking regional talent and music forms in the country to a global landscape.
The Results
Khalasi also opened the ICC World Cup 2023 finals ceremony and drew praise from India's Prime Minister.
Awards
Coke Studio's ‘Khalasi’ Takes Internet by Storm: Know More About the Viral Song
- Economic TimesCovers Harsh Goenka's praise for the viral Gujarati song
- Rolling Stone IndiaCovers Khalasi's rise from Coke Studio Bharat
- IndiaTimesFeatures a viral office dance to the song
Khalasi and the Gujarati language were also covered by BBC, Times of India, Times Now, Republic TV, MSN, IMDb, Free Press Journal, Indian Express, DNA, and Zee.
Talented Partners
Agency
VML India
VML
WPP
Partner
Universal Music India
Creative
Mukund Olety
Chief Creative OfficerVarun Anchan
Executive Creative DirectorAppar Grover
Group Creative DirectorRahul Dcruz
Creative DirectorLorran Gurman
Creative DirectorLeadership
Rafael Pitanguy
Global Chief Creative OfficerDebbi Vandeven
Global Chief Creative OfficerBabita Baruah
Chief Executive Officer, VML IndiaChase Cornett
Chief Executive OfficerStephanie DeCelles
Chief Executive Officer