A couple of days earlier, when I met my metalhead companion who tunes in nothing else as per my familiarity with her nature and tastes, I heard her singing “Dekha na dile bondhu, kotha koiyo na”, the latest Coke Studio Bangla release that redefines ‘Urban folk’, sung by Shiblu Mredha and Aleya Begum. Right then, I started wondering about the enchantment of this melodious music show. I wondered about its origin and its vision.
Big brands always look for ways to promote themselves. Coca-cola is no exception. In 2007, with a one-time promotional project in Brazil called ‘Coca-Cola Zero Studio’, the concept of Coke Studio found light. Later, this concept was embraced by the then Marketing Head of Coca-cola Pakistan Nadeem Zaman, who partnered with Rohail Hyatt, one of the prominent musicians of the country. Together, they brought in the idea of Coke Studio and since then, the show just kept on spreading its roots. From Brazil to Pakistan, then India, then to the Middle East and Africa. But this entire concept, where did it come from?
In 2006 and 2007, Pakistan faced major problems such as terrorism, socio-economic division, and ethnic division. These discrepancies largely affected the social, cultural and religious structure of the country. While surveying the then market condition and consumers from different socio-economic backgrounds across the country, Coca-cola realized that Pakistanis were living like a “Lost Nation”, suffering from a serious identity crisis. The situation they were going through was anything but joyous. They needed a clear light of hope, positivity and optimism for diversity. As the brand holds a motto that says “Bringing happiness” and music is one of the most significant parts of Pakistan’s culture, Coca-cola decided to reunite the people with music and bring the nation its identity and pride back. The idea was to create fusion. Fusion of Western music and oriental folk songs, fusion of unknown young artists with famous, classical, folk and Sufi artists, fusion of various musical instruments and genres. On February 6, 2008, Coke Studio Pakistan aired its first season, and the journey is still on.
In 2012, Coke Studio India was launched in collaboration with MTV and Leslie Lewis produced the first season. Though Rohail Hyatt has been the only producer of Pakistan Coke Studio to date, India has had multiple producers for the musical show throughout the seasons. In the very same year, another version of this television show started graciously in the Middle East and North Africa with the same name.
Last year, Coke Studio began its melodious journey in Bangladesh with Shayan Chowdhury Arnab being the producer. Till now, it has had four seasons with multiple hits, millions of viewers on Youtube and artists from different backgrounds. Airing with “Nasik Nashik”, Coke Studio Bangla is still thriving with its latest fusion “Dewana” and planning to bring in more seasons with unique fusion themes in the future.
Coke Studio started as a promotional campaign for the company but gradually, it conquered the hearts of billions. Themes of the seasons for each of the versions varied from country to country but the idea, the concept of fusion and connecting people from all aspects, remained a constant. This magical musical journey began with grace and it will continue being one of the marvelous shows of all time till its end.
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Writer
Rejawana Chowdhury Mithila
Intern
Content Writing Department
YSSE.