MUMBAI: When cricket took a break, Coke turned up the beat. The ICC Women’s Cricket World Cup semi-final in Navi Mumbai turned into more than just a sporting spectacle, it became a festival of fizz, folk and feel-good vibes. As players walked off for the mid-innings break, Coca-Cola’s halftime campaign made its sparkling return, transforming the pause into a celebration of rhythm, refreshment and real connection.
Taking centre stage, singer Aditya Gadhvi performed his Coke Studio Bharat chart-toppers Khalasi, the Cannes Lions-winning anthem of wanderlust, and Meetha Khaara, a love letter to Gujarat’s folk roots. The crowd swayed, phones lit up, and for a few minutes, the cricket stood still while music took the spotlight.
Coke Studio Bharat, Coca-Cola’s reimagined music platform, has become a cultural bridge, celebrating regional sounds and giving homegrown artists a global stage. Its authenticity and accessibility have made it one of India’s most-loved music movements.
“It’s not every day you get to perform at an event watched across the world,” said Gadhvi. “With Coke Studio Bharat, I’m bringing the sounds I grew up with to cricket fans everywhere, it’s amazing to see music unite people in such a lively way.”
Coca-Cola INSWA IMX lead Shantanu Gangane added, “Fans today want more than just sport; they want connection. Coke’s Halftime showcase turns a pause into a shared moment where sport, music and refreshment meet, a celebration that’s both distinctly Indian and universally relatable.”
For ICC’s chief commercial officer Anurag Dahiya, it’s about expanding what cricket means to fans. “The Halftime integration deepens engagement by blending sport and culture. It’s about making cricket inclusive, dynamic and memorable beyond the boundary.”
And just as the music echoed through the stands, fans at home joined in, with Blinkit’s “Coke at half price” offer ensuring the halftime spirit reached living rooms too.
From stadium to sofa, it wasn’t just a break in the game; it was a moment that united millions in the simple joy of music, sport and a cold Coke in hand.
MUMBAI:After the runaway success of Khalasi, Coke Studio Bharat is back with another soulful folk offering, Meetha Khaara. Released as part of Season 3, the track arrives in time for the Navratri festivities and celebrates the enduring spirit of Gujarat’s Agariya community.
Curated, composed and produced by Siddharth Amit Bhavsar, Meetha Khaara brings together a powerhouse of talent: the folk brilliance of Aditya Gadhvi, the tenderness of Madhubanti Bagchi, and the fresh notes of Thanu Khan.
Rooted in a 600-year-old legacy, the song draws from the Agariya community’s life around salt farming. In Gujarati, “meethu” means salt, a substance born from hardship yet vital and sweet in its inheritance. The track captures this paradox, portraying resilience, pride and identity through music that blends earthy folk rhythms with contemporary sounds.
Coca-Cola INSWA, imx lead, Shantanu Gangane said, “Festivals are occasions when music serves as a cultural connector. With Meetha Khaara, our intent is to create a bridge between tradition and the youth’s passion for music. Coke Studio Bharat unites legendary voices with fresh talent to create authentic stories that connect music, culture and people across India.”
The song’s foundation lies in Bhargav Purohit’s evocative lyrics, which were then transformed into a layered musical narrative by Bhavsar. Gadhvi’s powerful vocals anchor the track, Bagchi adds emotional depth, and Khan ties it all together with his distinct sound.
For Aditya Gadhvi, the song continues the journey begun with Khalasi. “With Meetha Khaara, we’re carrying forward Gujarat’s folk stories in a fresh way. Making this song was pure joy, as it carries the pride of our people,” he added.
Echoing him, lyricist Bhargav Purohit said, “Writing this song was an honour. I wanted the words to reflect resilience and tradition with simplicity and honesty.”
Singer Madhubanti Bagchi shared, “It allowed me to merge technique with emotion, tradition with individuality. The result felt deeply authentic.”
And for emerging artist Thanu Khan, the experience was nothing short of a dream. “Being part of Coke Studio Bharat and contributing to *Meetha Khaara* will always be an honour,” he shared.
MUMBAI: It’s taking the battle into what is considered Reliance’s home turf (and possibly Jio’s too): Gujarat. Bharti Airtel has launched an ad campaign wherein it is touting its improved coverage in the western Indian state.
It features Gujarati folk singer Aditya Gadhvi – known for his hit Khalasi from Coke Studio Bharat. The ad -in Gujarati – begins with Gadhvi shooting in a desert like area for an Airtel commercial with a filming crew in which the dialogue has him saying Airtel has been adding the equivalent of eight towers a day in Gujarat. He pooh-poohs the statement; he is challenged by one of the crew members and he chooses to do a speed test. Which he does and to his bewilderment it runs up to 226 Mbps. The TVC ends with Gadhvi singing the praises of Airtel’s 5G Plus service.
Bharti Airtel today issued a press release to the Bombay stock exchange wherein it announced that the ad campaign follows its expansion drive which saw it installing more than 1,700 new cellular towers in Gujarat over the past seven months – which tots up to about eight every day.
Through this initiative, the company, says it intends to expand its coverage to 7,000 villages across the state, impacting over five million people. The Airtel network will now provide connectivity in urban, semi-urban, and rural areas, including highways, tourist destinations, and trade centers, ensuring comprehensive coverage in the region, the release points out.
Earlier in November 2023, Bharti had issued another release wherein it had stated that “within the first year of the launch of Airtel 5G Plus, it has over 2.2 million unique 5G customers in Gujarat. Airtel 5G Plus service is available across all the districts in the state.”
In June 2024, it had made another release stating that it had installed 2,525 new towers in Gujarat between December 2022 and March 2024, with each city witnessing a considerable surge in infrastructure development. Among the major cities, Ahmedabad, then led with 273 new towers, followed by Surat with 266 towers and Vadodara with 225 towers.
Bharti Airtel has since then been working on strengthening its coverage in the remote parts of Gujarat. And the latest network growth push and ad campaign is only a follow up of its intention to capture more customers in the western Indian state.
The key question now is: how will Reliance Jio react to Airtel’s aggression in its home state Gujarat?
One can’t forget the Ranbir Kapoor-featuring TVC promoting Jio AirFibre with the tagline being JioFibre zindagi mein aaye toh baat ban jaaye during the IPL a few months ago. But that was a national campaign and in Hindi.
Mumbai: Step into the heart of Gujarat, embracing its vibrant essence with Colors Gujarati. Get ready to be swept off your feet as they bring you ‘Assal Gujarati Nu Assal Entertainment’ with a brand new look and introduction of two new shows that will redefine your television experience.
To celebrate this new chapter, Colors Gujarati launches a new brand ident and an anthem “Rangaara” featuring – Aditya Gadhvi, Falguni Pathak, Achint Thakkar, Saumya Joshi. The anthem beautifully captures the spirit and roots of Gujarat, resonating with the cultural heartbeat of the region. The channel presents – ‘United State of Gujarat’, the show will dive into a whirlwind journey across the culturally rich and diverse regions of Gujarat, where every episode promises laughter, drama, and heartwarming moments that will make you say, “Aapde to Gujarat maj radhaay!” Feel the magic of tradition and devotion come alive on your screens with ‘Shyam Dhun Lagi Re’ as the show will take you on a spiritual journey with melodious bhajans composed and sung by Parthiv Gohil that will resonate with your soul and make you hum along, “Shyam ni dhun to bau prem thi vaagi!”
Ecstatic about this launch, Viacom18 president, general entertainment Alok Jain said, “At Colors Gujarati we are igniting a movement that celebrates our rich heritage, vibrant culture, and proud people of Gujarat marking a new chapter in Gujarati entertainment. The Gujarati audience is deeply proud of their culture, and we are honored to bring them the content that is rooted with Gujarati values. We stand committed to delivering unparalleled content with elevated production values and star-studded casts. Our refreshed branding and two groundbreaking shows set a new standard, establishing Colors Gujarati as the ultimate destination for premium entertainment.”
Speaking about the two shows, Colors Gujarati and Colors Rishtey cluster head Arnab Das said, “Our journey to redefine regional entertainment continues with the launch of United State of Gujarat and Shyam Dhun Lagi Re. These shows mark a significant milestone in our commitment to blend the rich cultural heritage of Gujarat with contemporary storytelling, offering our audience the best quality viewing experience. Through these shows we are not just providing entertainment; but celebrating and preserving the essence of Gujarati culture, reflecting its vibrant spirit in every frame. We are thrilled to bring ‘Assal Gujarati Nu Assal Entertainment’ to our viewers and look forward to their enthusiastic reception.”
With these exciting new shows, Colors Gujarati is set to revolutionize Gujarati entertainment, raising the bar with enhanced production values and a stellar lineup of actors. These engaging stories will seamlessly integrate with the rich traditions and vibrant culture of Gujarat. Starring a distinguished cast, ‘Shyam Dhun Lagi Re’ feature Neelu Vaghela (Baa), Krishna Bhardwaj (lord Krishna), Paresh Bhatt (Narsinh Mehta), and Hitu Kanodia (Narsinh Mehta’s father). The other show ‘United State of Gujarat’ features Siddharth Randeria (narrator), Raj Anadkat (Keshav), Sana Amin Sheikh (Kay), Ragini Shah (Suryakanta).
For the first time ever, the audience will witness Bhakt Ki Kahani Krishna Ki Zubani through ‘Shyam Dhun Lagi Re’ a semi-mythological drama that traces the life of Adi Kavi Narsinh Mehta and his devotion for Lord Krishna. This narrative of love and devotion features an ensemble cast including Krishna Bhardwaj (lord Krishna), Neelu Vaghela (Baa), Paresh Bhatt (Narsinh Mehta), and Hitu Kanodia, bringing the story alive through the evocative power of music, led by esteemed singer Parthiv Gohil.
Playing the role of lord Krishna in Shyam Dhun Lagi Re, Krishna Bhardwaj shared, “Stepping into the divine shoes of Lord Krishna for Shyam Dhun Lagi Re is a profound honor. This role allows me to connect deeply with the rich spiritual heritage and cultural essence of Gujarat. Colors Gujarati’s commitment to delivering ‘Assal Gujarati Nu Assal Entertainment’ is evident in the meticulous production and heartfelt storytelling of this show. I am thrilled to bring to life the cherished tales of Lord Krishna and his devotee Narsinh Mehta, hoping to inspire and touch the hearts of our audience.”
Set against the backdrop of Dwarka, ‘United State Of Gujarat’ is an engaging family drama that promises to take viewers on a captivating journey across continents, exploring the lives and experiences of the global Gujarati diaspora. The show follows Kay (played by Sana Shaikh) on a heartfelt quest to discover her roots, reuniting with her mother Yamuna (played by Ami Trivedi) and her grandmother Baa (played by Ragini Shah). Also featuring stellar performances by Apara Mehta, Vandana Vithalani, and others, this journey blends tradition with emotion, encapsulating the essence of ‘Vatt Thi Gujarati’ (born in Gujarat) versus ‘Dil Thi Gujarati’ (heart that beats for Gujarat).
Sharing his excitement about playing the role of Keshav from USG, Raj Anadkat said, “I am thrilled to be back on TV with a vibrant and flamboyant character, Keshav. Gujarati fans will definitely love this character and the show which boasts of Gujarati culture and traditions – assal Gujarati nu assal entertainment che. Working with Colors Gujarati is going to be a great experience and I’m grateful for this opportunity.”
Stay tuned as Colors Gujarati continues to push boundaries and set new benchmarks by showcasing ‘Assal Gujarati Nu Assal Entertainment’ with two new shows premiering on 29 July 2024 ‘Shyam Dhun Lagi Re’ at 7:30 pm and ‘United State of Gujarat’ at 8:00 pm.
Mumbai: Haalo re haalo! Gujarat na Rangaara aavya che! Riding high on the success of “Khalasi,” the trio of Aditya Gadhvi, writer Saumya Joshi, and music director Achint Thakkar are back with “Rangaara,” a vibrant celebration of Gujarati culture and artistry. Adding to the brilliance, the Falguni Pathak joins this cultural powerhouse.
Aditya Gadhvi, deeply rooted in Gujarat’s rich heritage, passionately believes that ‘regional is the new global’. “I see that our music resonates with people, not only in Gujarat but globally, like our previous song, Gotilo. People can see their own lives, and their own culture, whether through music, movies, serials, or OTT series. They will like it when they see their home represented,” Gadhvi reflects. Our collaboration for ‘Rangaara’ goes beyond creating music; it’s a heartfelt tribute to Gujarat’s cultural tapestry. Gadhvi emphasizes, “Regional content is not just relevant; it’s powerful representation of culture. The world is ready to embrace the beauty and depth of regional expressions.”
On collaborating with the dandiya queen Falguni Pathak Aditya shared, “It felt really good, and I had been wanting to work with her for a long time. We have listened to her songs for many years, heard about her famous Garba songs during Navratri, and seen it. And today, for the first time, I got the chance to do a song with her.”
On reuniting with Achint Thakkar and Saumya Joshi, Gadhvi shared, “Whenever we come together, it is always a matter of great joy for us. When it comes to any form of creativity, if you find people whose wavelength matches yours, whose vibes resonate with yours, it is considered a great blessing for an artist.”
“Rangaara” is more than a song; it’s a vibrant thread in the colourful fabric of Gujarati culture, ready to captivate hearts across the globe with Asal Entertainment leading the charge.
Witness the biggest collaboration of the year with Falguni Pathak and the Khalasi trio: Rangaara. Song out now!
Mumbai: Coke Studio with its phenomenal success as a music platform with different genres of music continues to celebrate talented & emerging artists with the launch of Coke Studio Bharat & Coke Studio Tamil in India, early this year. Coke Studio Bharat announces a significant milestone as Khalasi has been stealing the spotlight by surpassing an incredible 4.5 billion views.
As the festive season unfolds, Khalasi has not only resonated with fans worldwide but has also become a heartwarming anthem, positioning itself as a strong contender for the title of Song of the Year. While not a Garbo song, Khalasi has seamlessly woven itself into the celebration of Navratri and other festivities, offering a harmonious backdrop that adds depth to the joy of the season. Its catchy tunes and meaningful lyrics have made it a staple in celebrations, reflecting the love and pride of the fans. Not only are people enjoying the song, but over 250+ creators and brands created multiple renditions and dance performance videos have flooded social media platforms. The Norwegian dance group Quick Style, known for their viral dance videos, also impressed fans with their fantastic performance to Khalasi.
Khalasi is likely to be the first Gujarati song to cross over global charts as the song is currently trending on India’s leading audio streaming and search apps. As Khalasi reigns at #1 on the Shazam Top 200, it has also achieved:
A global presence with a peak at #8 on Global Viral Songs, #3 on Daily Viral Songs India, and #10 on Daily Top Songs India on Spotify
Over 1.6 million User-Generated Content (UGC) creations across popular social media platforms.
A remarkable milestone of crossing 3 billion views across platforms like IG, Facebook, YouTube shorts, YouTube, and MOJ etc.
An impressive 22 million+ streams across audio platforms.
Release in July 2023, this enchanting composition seamlessly blends tradition with innovation, celebrating the rich cultural tapestry of Gujarat. Khalasi tells the tale of the limitless sailor who has set out to explore through the shores of Gujarat. The song speaks of his tenuous, adventurous voyage, his delightful experiences, and his enthusiasm with which he takes on life while he is sailing away. The song’s heartfelt lyrics and moving melodies have brought people from different languages together, making it a song that resonates with authenticity and cultural pride.
Penned by acclaimed writer Saumya Joshi, the song has achieved remarkable milestones, resoundingly heard as “Gotilo, Godilo,” making its mark even beyond the Gujarati-speaking audience. Headlining the song is iconic music composer Achint Thakkar, joined by famous playback singer from Gujarat, Aditya Gadhvi, whose melodious voice, and iconic Gujarati rap have the country enthralled.
The Indian music scene is undergoing a profound transformation, guided by the discerning Gen Z. This generation seeks authentic stories and musical experiences that mirror their lives. Khalasi beautifully captures this zeitgeist, with emerging artists from India’s heartlands and seasoned maestros creating a unique fusion that resonates with this dynamic generation.
Reflecting on his experience with Khalasi, playback singer Aditya Gadhvi shared, “Khalasi is a musical journey close to my heart, and I’m thrilled to see it resonate with people on such a grand scale. Music is a universal language that transcends boundaries, and the success of Khalasi is a testament to the power of authenticity and the rich cultural heritage of Gujarat.”
Achint, the mastermind behind ‘Khalasi,’ shared his thoughts on the song, stating, “Khalasi’s success is a blend of tradition and innovation. We wanted to pay homage to Gujarat’s cultural roots while infusing a contemporary sound. It’s incredibly heartwarming to see how people have embraced this fusion of music and celebrated the culture of our land.”
Universal Music Group chairman CEO of India South Asia and SVP startegy Africa, Middle East & Asia Devraj Sanyal said, “At UMG we exist to shape culture through the power of artistry. There’s no better example of this than what we see with Khalasi from Coke Studio Bharat S01. This song, despite being in a regional language, has become one of the most viral songs of 2023, and it’s not just a cultural moment but a moment that’s shaping culture, not only in India but also across the diaspora worldwide, and even among mainstream audiences who love its vibe, even if they don’t comprehend the song’s lyrics.”
Coca-Cola India and Southwest Asia VP marketing Arnab Roy emphasized the brand’s commitment to promoting Indian music and culture, stating, “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, taking regional talent and music forms in the country to a global landscape, with authenticity.”
Coca-Cola has partnered with Universal Music India (UMI) as executive producers for the launch of Coke Studio Bharat. Every track from Coke Studio Bharat appeals to the mindset of the younger generation, on the one hand helping them connect with their roots, and on the other hand coupling it with sounds, notes, and musical genres that are familiar to them. Coke Studio Bharat has been curated by award-winning musician and sought-after songwriter, Ankur Tewari. Ankur has collaborated with critically acclaimed poet, lyricist and scriptwriter Kausar Munir along with National award-winning sound engineer and music producer KJ Singh. Together they have handpicked regional artists to give their sound a new voice and independent freedom of expression.
Coke Studio fans can now embark on an extraordinary musical journey by experiencing the future of music and engaging directly with the brand. By simply scanning a Coca-Cola bottle with a QR code, fans will be transported to a mesmerizing AR music studio, enveloped by a constellation of talented artists. Within this immersive realm, fans can unleash their inner performers, belting out their favorite tunes through exhilarating karaoke sessions, seizing the opportunity to audition for the upcoming Coke Studio season.
You are invited to tune into Coke Studio Bharat, available across all audio OTT platforms including Spotify, Gaana, Saavn, Wynk Music, and Audible worldwide, with distribution managed by UMI.
