Coca-Cola brings back Coke Studio in brand push

New Delhi: Beverage maker Coca-Cola, which is bringing back its global music property Coke Studio in India after an eight-year gap and rebranding it as Coke Studio Bharat ahead of peak summer, is betting on 'culture connect' to push brand Coke in India.

"This is a long-term strategy to go deep into every region in India.. it is very critical for a brand like Coke to thrive. I don't think there is any other such platform, and if it is handled well, then Coke Studio can do the job," Coca-Cola vice-president, marketing for India and SouthWest Asia, Arnab Roy told ET in an interview.

Citing that Coke Studio Pakistan is the music platform's largest market worldwide, Roy said: "In Pakistan, Coke is now the number one brand by far. Ten years ago, Pepsi was the market leader there. The single biggest growth driver to the Coke brand in Pakistan has been Coke Studio."


In India, global brand Coca-Cola trails its other brands, the home-grown Thums Up and lime-lemon drink Sprite, in terms of market share.

Regionalising Coke Studio ties in with Coca-Cola's overall strategy of taking share from dozens of smaller hyper-local beverage drinks brands.