MUMBAI: Rohan Prashar has been elevated to senior director, digital lead at The Coca-Cola Company India, marking a significant new chapter in his three-year journey with the beverage giant.
Having joined Coca-Cola in 2022, Prashar reflected on his early days with a nod to the brand’s ethos: “Joining Coke was one of the best decisions I’ve ever made — real magic, indeed.”
In his new role, Prashar will continue to shape Coca-Cola’s digital transformation narrative, bringing nearly two decades of experience across media, product management, corporate branding and communications.
He credited leaders like Arnab Roy, Sumeli Chatterjee, Greishma Singh, and Shantanu Gangane for their vision and mentorship, and gave a shout-out to his core team — including Akhtar Ali Anjum, Joy Pal, Srijan Virmani, Sharanya Swain, Venkat Prasun, and Shruti Soni, along with agency partner WPP, calling them “the best team I could ever ask for.”
Before Coca-Cola, Prashar spent a decade at Asian Paints, following stints at Madison World and the Goa Institute of Management (GIM). With experience across media agencies, networks, and brand custodians, he believes strongly in the changing dynamics of media consumption and its shift towards user empowerment.
Beyond the boardroom, he frequently shares his insights on integrated marketing communications and media planning with B-school students, championing the evolving role of MBAs in creative industries.
From paint to pop, Prashar continues to fizz with purpose, ready to lead digital strategy with the same energy as his first day at Coke.
Mumbai: Building on the international acclaim garnered by Coke Studio Bharat Season 1, featuring viral tracks like Khalasi, Holi Re Rasiya and Kya Karie Korimol, the eagerly awaited Season 2 is scheduled for launch on 9 February 2024. Focused on elevating the global success of its debut season, Coke Studio Bharat is geared up to bring a fresh perspective to its core idea of Apna Sunao- an idea that empowers voices and stories from the heartland of India to take their rightful places with global audiences.
Continuing with the ethos of #ApnaSunao our stellar team for Season 2 features the award winning musician and sought-after songwriter Ankur Tewari, who serves as the creative architect. Alongside this creative force, we have a think tank comprising prominent lyricist Swanand Kirkire, joining the distinguished lyricist Kausar Munir and award-winning sound engineer and music producer KJ Singh. This dynamic team, led by Ankur, has once again curated a diverse lineup of artists for an unparalleled musical experience that mirrors the heartbeat of India’s youth. With a focus on Gen Z and their emotional spectrum, this season delves into themes of happiness, sadness, and fast-paced lives, promising an immersive journey through soul-stirring songs that resonate as the quintessential soundtrack to our lives.
Introducing a fusion of established and emerging talents like Diljit Dosanjh, Neha Kakkar, Digvijay Singh, Shreya Ghoshal, Kanishk Seth, Cyli Khare, MC Square, Mohito, Komorebi, The Quick Style, Ikky, Raf Sappera and many more. The season promises to create a sonic journey that transcends boundaries, celebrating the rich diversity of India’s musical landscape.
Taking it to the next level, unlike ever witnessed before, season 2 of Coke Studio Bharat introduces a groundbreaking transformation by creating a unique storyline for each individual musical symphony breaking away from its traditional studio setting for the very first time. Thematically, this season pioneers visual storytelling hoping to delight and expand its narrative reach. This captivating exploration spans diverse traditions, from Marathi and Kumaoni to Punjabi and Hindi, ensuring a unique and compelling experience for audiences across India.
Ankur Tewari, acclaimed musician and sought-after songwriter, shares his thoughts on the upcoming second season of Coke Studio Bharat, ”As we embark on the second season of Coke Studio Bharat after a fantastic first run, let the music speak, weaving together the rich threads of our cultural mosaic. Get ready for another season filled with soulful tunes and vibrant melodies! In the vast realm of music, the fusion of diverse tunes becomes a grand celebration of emotions and cultures. My association with Coke Studio Bharat has been enriching and has brought me profound joy, as it unfolds as a dynamic arena where a multitude of musical threads interweave, crafting a symphony that resonates with the intricate hues of our collective human narrative”.
Coca-Cola India, and Southwest Asia VP marketing Arnab Roy said “We’re delighted to announce the launch of Coke Studio Bharat season 2.0 which will continue to celebrate the richness of regional music of Bharat . We will strive to provide a platform to emerging , independent artists this season in partnership with some established iconic names. The soundtracks have been curated to capture the spirit of a young , energetic and optimistic Bharat.”
Universal Music India (UMI) as executive producers of Coke Studio Bharat spoke of the association. Universal Music Group chairman & CEO, India & South Asia, SVP strategy- AMEA Devraj Sanyal shared, “Coke Studio Bharat Season 1 surpassed our expectations, garnering immense love and appreciation on Songs like ‘Khalasi,’ ‘Holi Re Rasiya,’ and ‘Kya Karie Korimol’ that seamlessly integrated into the ever-changing soundscape of our nation, propelled by the influence of Gen Z and Gen Alpha. The success can be attributed to the exceptional storytelling and musical integrity.
As we embark on Season 2, our commitment is to elevate creativity and consistency in the synergy of music and artistry. The resonance of Bharat’s sound has transcended borders, celebrating global recognition and that brings us immense joy, fortifying our mission and purpose on a grand scale.”
Listeners can tune into Coke Studio Bharat across all audio OTT platforms including Spotify, Gaana, Saavn, Wynk Music etc. with creation & distribution managed by UMI. UMI has collaborated with Colosceum Media for video production, breathing life into Ankur Tewari’s vision.
The first song of the season will be “Magic” by Diljit Dosanjh going live on 9 Feb. Come join in the celebration by scanning the QR code on a Coca-Cola pack to directly reach the dedicated Coke Studio Hub. This hub hosts exclusive content created by the artists, along with behind-the-scenes visuals. Additionally, enjoy live access to videos 48 hours before their global release, explore unreleased content, and participate in engagement-led activities, such as karaoke sessions on your favorite Coke Studio Bharat tracks. Share your renditions and be a part of amplifying the musical celebration across the nation.
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.
Mumbai: As the ICC Men’s Cricket World Cup 2023 begins today, Coca-Cola India and ICC aim to bring together the country’s excitement for cricket with a commitment to sustainability. During the match opening ceremony of the ICC Men’s Cricket World Cup 2023, Coca-Cola India and ICC introduced national flags made from post-consumer PET bottles. These PET bottles were recycled to produce yarn which was subsequently used for the flags. These flags will be used during the ‘national anthem ceremony’ before each match takes place in the stadiums.
Heralding a new era of environmental responsibility, Coca-Cola India has enabled creation of national flags of the ten playing nations, and ten ICC unity flags. This makes Coca-Cola India the first company in the world to introduce recycled PET national flags in the sport of cricket, setting a precedent for future events.
Approximately, 11,000 PET bottles were used for creating one national flag and approximately 2000 bottles were used to create an ICC unity flag. The flags are manufactured by GoRevise by Ganesha Ecoverse Ltd which is engaged in manufacturing recycled yarn and garments. A dedicated team of 100 workers devoted 25 days and over 300 hours to bring these magnificent flags to life.
Thums Up and Limca Sportz are the official beverage and sports drink partners for the ICC Men’s Cricket World Cup India 2023. Coca-Cola India will undertake many activations during the World Cup, including online and offline fan and consumer engagements, to build awareness around waste management.
Coca-Cola India & Southwest Asia VP marketing Arnab Roy, “Coca-Cola ahas a mission to support sustainability efforts as an integral part of all sporting events. Aligned with this mission, we take pride in unveiling national flags made with recycled PET at the ICC Men’s Cricket World Cup 2023 today. With these recycled national and ICC Unity flags we are dedicated to advancing the principles of a circular economy.”
With sports being an integral part of both the organisation’s DNA and cricket being the biggest sporting in India, Coca-Cola India and ICC are committed to creating a sustainable sporting experience in this world cup.
Mumbai: Thums Up, the iconic homegrown beverage brand under The Coca-Cola Company, is thrilled to unveil the next chapter of its association with ICC Men’s Cricket World Cup through the launch of the campaign “Thums Up Utha, India India Macha”. The campaign has highlighted the relentless determination of our players for the upcoming World Cup, hopeful of driving and motivating fans to believe in India’s journey to victory.
The exhilarating chapter features cricket icons- Ravindra Jadeja, Jasprit Bumrah, Mohammed Siraj, and the dynamic captain Rohit Sharma in a film that is centred around – ‘making India believe in Team India’. The heart of the campaign lies within its unique storytelling, brought to life by none other than The King of Bollywood, Shahrukh Khan as the ‘Voice of Belief.’
The narrative delves into the current emotions of Indian cricket fans – the passionate heart that fervently believes ‘India Will Win!’ with the mind that contemplates- ‘Will India Win?’ This tussle of emotions is brilliantly encapsulated in Thums Up’s iconic Split Can, visually portraying the dynamic interplay.
Commenting on the launch of the next chapter of ICC World Cup Campaign, Coca-Cola India and South West Asia VP & marketing Arnab Roy said, “Thums Up’s partnership with the ICC Men’s Cricket World Cup aims to empower fans and voice their opinions. Our collaboration with King Khan and the cricket icons of the country further cements our dedication to elevate fan engagement and showcases our unwavering support for Team India to bring the World Cup back home. We will do this through tech led, real time responses from expert panels and credible influencers that encourage everyone to keep rooting for our team.”
Ogilvy India CCO Sukesh Nayak said, “The adversary isn’t always external; at times, it’s our own doubt, becoming our greatest adversary. To overcome this, we must summon our inner beliefs. Our idea is based on this strong cultural insight – while all of us want Team India to win, a few not so great results & the mind starts creating doubt.”
“So as the ICC World Cup inches closer, Thums Up’s commitment to celebrating our players’ resilience & creating unforgettable moments for fans remains steadfast, setting the stage for a truly Toofani World Cup.”
With an integrated approach, the brand aims to be on top of every relevant conversation and milestone moment, during the ICC World Cup 2023.
