New Delhi : Magic and excitement cast its spell on the campus of Lovely Professional University (LPU), as it staged the maiden performance of ‘Coke Studio @MTV, one of India’s most loved and popular fusion music properties established by Coca-Cola India. Over 20,000 music lovers witnessed incredible performances by an ensemble of versatile and multi-talented artists such as Papon, Clinton Cerejo, Sonu Kakkar, Sawan Khan, etc.The crowd was seen swaying to the rhythm and crooning along to the lyrics of popular tracks such as “Madari” and “Dungar”, “Radha”, etc. This was the first time that Coke Studio came to Jalandhar and the excitement amongst music revelers was palpable.

Speaking about the music property, Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India said, “Coke Studio is a fusion of musical genres, fusion of melody, fusion of rhythms and fusion of cultures. It

is Coca-Cola’s unique point of view on music, allowing the ‘Happy’ energy of Coca-Cola to bring people together. And this exactly what we intended to do by organizing this fusion music property’s first ever concert at LPU. Coke Studio prides itself in bringing together some of the country’s most talented musicians at a common platform, driven by a common cause to celebrate the diversity of music, just like the way LPU nurtures the  talent of some of the country’s most diverse and bright minds. Hence, this association was a perfect fit for us. Showcasing Coke Studio at platforms like these is the best way to reflect the true essence of the musical property, giving the audiences a flavor of the signature music, ‘LIVE’ “.

Launched in India in 2011 by Coca-Cola India in association with MTV, Coke Studio@MTV, is a first of its kind music project in India which brings together diverse artists of different genres to create an extraordinary series of medley, giving music lovers across the country a unique opportunity to enjoy Coke Studio’s signature fusion music. In Season 2, Coke Studio@MTV showcased a whole new lineup of artists. In this 2nd season, the focus was to showcase diversity and innovation through 8 unique Episodes, 12 breakthrough Producers and over 200 incredible musicians.

Speaking about hosting Coke Studio’s maiden concert at LPU, Mr. Ashok Mittal, Chancellor, LPU said, “Coke Studio is an incredible platform that has been conceptualized to tap the new talent. It was indeed an enriching and a motivating experience for our students to watch groups performing at Coke Studio live and I am sure our boys and girls will draw lots of inspiration from these immensely gifted groups.

He further added, “I am sure seeing Coke Studio our students especially the University bands will aspire to perform for them in the near future. The interesting aspect is Coke Studio is known to promote Indo-Western fusion and I can envision LPU to be a strong fit as we have students from 26 different countries and those who are musically inclined or talented can seamlessly form a true blue Indo-Western band”.

Coke Studio in India has received enormous support from fans and the music fraternity. It has so far registered close to 1.6 Million Facebook fans, over 7 Million hits on YouTube and close to 13 million downloads on mobile platforms. Since its launch last year, the fusion music project has brought together some of the country’s best talent in contemporary and traditional music and has garnered huge support from the public as well as the music fraternity.

Expressing his views about Coke Studio, music sensation and versatile singer, Papon, said, “As a young musician, Coke Studio has been the best opportunity one could ask for.  Our country has one of the most enriching and versatile music landscapes and Coke Studio has given artistes like me a chance to collaborate with some of the most talented musicians from across the country. Bringing that music directly to the audience and performing live on stage is something I always look forward to. The audience at LPU had incredible energy and I can’t wait to come back and perform here again.

According to the Clinton Cerejo, one of the most promising producer and singers of the country, “As a musician, Coke Studio@MTV is the perfect platform for not just a great collaboration but also a chance to bring my music directly to the people. At Coke Studio@MTV music takes center stage, it`s just about the music and that sanctity has lead to some of my best work. I had an amazing time at the LPU, the crowd was fantastic and I look forward to coming back to this fantastic platform again”

Coke Studio is the Trademark of The Coca-Cola Company, Coca-Cola and Coke are the registered trademarks of The Coca-Cola Company

Coke Studio @ MTV- season 2, produced and broadcasted by Viacom 18 in association with Coca-Cola India Pvt Ltd