ITV

Tag: Coke Studio

  • Doordarshan to independently handle Coke Studio marketing

    NEW DELHI: The public broadcaster will handle the marketing of Coke Studio, which launched today on Doordarshan at 8.30 pm band, even as Coca Cola will pay for its branding.

    Doordarshan is going to air the eight-episodic second season of Coke Studio from 8.30 pm every Saturday, while MTV is airing the same episodes at 7-8 pm band.

    Doordarshan director-general Tripurari Sharan said that there is no arrangement of any sharing of revenues from the marketing of the series. He said the aim of the telecast on the national broadcaster is to make it accessible to a larger audience, particularly those who do not have access to private satellite channels since DD is the only channel available terrestrially.

    Coca Cola VP public affairs and communications – India and Southeast Asia Deepak Jolly told Indiantelevision.com that Coke Studio had commenced in Brazil and later come to Pakistan before MTV started an Indian series. He said that in Pakistan, Coke Studio is being telecast by thirty channels. The series was also being telecast in Dubai.

    Answering a question, he said that the first season of Coke Studio had only one producer while the second season has twelve producers.

    Meanwhile, All India Radio sources told Indiantelevision.com that Coke Studio was also expected to be broadcast on AIR, but details had still to be worked out about the channels and the timing.

    A total of eight episodes will be telecast, with 12 producers and 200 artistes in an attempt to focus on showcasing diversity and innovation.

    As a concept, Coke Studio is a confluence of a diverse number of music genres, both vocal and instrumental, from traditional eastern, to modern western and from regional to folk. It embodies a musical fusion of exciting elements and diverse influences. Bringing alive the magic of live recordings and performances.

    The attempt is to bring alive a magical experience for music lovers by dwelling on pure Innovation to offer a musical concoction never heard before.

    Some of the music composers being featured are: Amit Trivedi, Nitin Sawhney, Karsh Kale, Clinton Cerejo, Shantanu Moitra, Ehsaan and Loy, and Hitesh Sonik.

    Renowned and independent singers who will feature in the show include Usha Uthup, Kaushiki Chakrabarty, Swanand Kirkire, Harshadeep Kaur, Noora Sisters, Shilpa Rao, Jalebee Cartel, Nitin Sawhney, Hari and Sukhmani, Papon, Dhruv Sangari, La Pongal, Agam, Saawan Khan Mangniyar, Mame Khan, Piyush Mishra and Shankar Tucker.

  • Nandini Dias deciphers youth psychology for marketers

    Nandini Dias deciphers youth psychology for marketers

    MUMBAI: Youth believes in being fluid, different, and in a way is ‘Never Still’. India has the largest number of youth. 80 per cent of India’s youth are now literate, many of them are affluent and almost all of them are chronically experimental. Indian youth was earlier fighting for literacy but now he is fighting for competition. Also, earlier he was fighting for survival but now he is fighting for identity, for a better life. These were the thoughts of Lodestar UM COO Nandini Dias who spoke at the Youth Marketing Forum here.

    Dias pointed out five key aspects of youth that every marketer/brand should understand. They are:

    1. The youth needs a cause to champion- Youths need to find their own identity. Brands which give them a sense of purpose find followers. From consumerism to movement, the aim is to drive mass consumer. Good examples are Garnier (go-green campaign with TOI), Whirlpool, Anna Hazare and Jago Re. Because branding is not a fad, its here to stay.

    It’s important for brands to find something in which youth can participate. Sheer participation in any social cause makes the youth feel good.

    2. Constant change has become a symptom of being young- Change is constant. Youth of today wants different things and therefore loyalty is at an all time low. This reflects in faster switches, whether its job or product usage, youth can’t stay with one for a long time. So, brands depicting fluidity are seen as youthful. Google has over 50 per cent young users. It keeps changing its logo (Google doodle). In 2012, in 40 days, Google has changed its logo 27 times. Youth expects to see change. Brands doing that are attracting youth. They are not making deep changes; surface brushes are done to depict ‘change’.

    3. Being focused will get you to your destination but being multi- faceted can take you to places- Youth today believes in doing multiple things. Since childhood they want to learn different things, get involved in different activities; they are multi-faceted. They are more optimistic and the fearless optimism comes from the factors that they believe in – failure can’t kill you, there are many chances to bounce back, nothing is make or break and there is a correction possible.

    Brands are more than products. They are expected to be multi-faceted and provide more than product for consumption. Coke Studio is a great example. They know that youth of today are driven by passion. They are more interested if the brand engages and interacts with them rather than simply being advertised.

    4. ‘And Also’ is better than ‘instead of’- Youth today believes in ‘The more I do today, the more times and space I have tomorrow’. The good life is about feeling happy, but a richer life is about feeling a whole range of emotions as well. Doing more doesn’t mean living less. Information overload is a myth today. Youth is consuming multimedia in a big way. He is surfing net, texting, playing video games, talking on phone, reading. Depending on the need, brands can easily move across touch points. Brands now have more occasions, places, contents through which they can talk to a consumer than just mass media.

    5. Brand now engages as friend rather than products- There is a need of external friend while modern lifestyles make room for more of media. The real world of young is shrinking. Social networks, the digital interface, are making a large number of passive relationships possible. Youth today is open to imperfection. Permitting negative feedback in social media makes a brand more honest and more human.