Music Producer Amit Trivedi and singer, Shilpa Rao captivate audiences with their magical and soulful compositions from Coke Studio@MTV

Bangalore, 22nd November, 2013: Music Producer, Composer and Singer Amit Trivedi along with talented singer, Shilpa Rao brought the music of Coke Studio@MTV alive at the Indian Institute of Management, Bangalore today. The campus vibrated with infectious energy to some of the most popular compositions from India’s most loved music act. Over 10,000 music lovers gathered to witness the maestro LIVE at the concert. With their exquisite renditions of traditional melodies infused with urban sounds, Trivedi and Rao brought their signature style to IIM, Bangalore through this exclusive concert by Coke Studio@MTV.

Speaking about the music property, Mr. Puneet Varshney, Zonal Vice-President, Hindustan Coca-Cola beverages Pvt. Ltd said, “Coke Studio is an earnest endeavor to unite diverse musical genres, languages, artists and sounds. Since its inception in India, it prides itself in bringing together some of the country’s most talented musicians on a common platform, driven by a common cause to celebrate the diversity of music. It has offered an opportunity for traditional and contemporary musicians to come together and celebrate the best of both worlds. We are overwhelmed by the wonderful response by the students to the fusion music of Coke Studio at the concert. The vibe, the encouragement and the response from the crowd truly made this experience special.”

Launched in India in 2011 by Coca-Cola India in association with MTV, Coke Studio@MTV,is a first of its kind music project in India which brings together diverse artists of different genres to create an extraordinary series of medley, giving music lovers across the country a unique opportunity to enjoy Coke Studio’s signature fusion music. Coke Studio@MTV Season 3 continues to celebrate the glory of incredible musicians who represent the best that the country has to offer.

Speaking about hosting Coke Studio’s concert at IIM, Sashi Shekar Singh, Cultural Secretary IIM Bangalore said, “Coke Studio is an incredible platform that has been conceptualized to tap our country’s great musical talent. It has been a great experience to host Coke Studio in our campus and indeed an enriching and a motivating experience for our students to watch artists performing at Coke Studio live. This performance will certainly boost enthusiasm amongst our students, especially the bands here which will aspire to perform for them in the near future. I feel that this concert was a perfect opportunity for Coke Studio to connect with the diverse student population of IIM, Bangalore wherein the true essence of Coke Studio music can be understood and enjoyed.” Coke Studio in India has received enormous support from fans and the music fraternity. It has so far registered close to 70 million viewers on television, 37 million views across YouTube, over 2.4 million fans on Facebook, and over 1,50,000 thousand tweets with #cokestudio. Since its launch in 2011 the fusion music project has brought together some of the country’s best talent in contemporary and traditional music and has garnered huge support from the public as well as the music fraternity.

Expressing his views about Coke Studio talented and versatile music producer, Amit Trivedi said, “Composing for Coke Studio@MTV gives me the same feeling as I used to have when I would strum the strings of the guitar for sheer pleasure. No boundaries, no definitions. Just the drive to create music for creative satisfaction and enjoyment. All credit to Coca-Cola and MTV for conceptualizing a format that provides creative freedom and therefore the chance to create a new genre of music.I have been associated with the music property for 2 years and it has been a delightful journey. I had a great time performing at IIM Bangalore, the response was very heartening and rewarding”.

According to the Shilpa Rao, one of the most prominent young singers of the country, “For me, Coke Studio@MTV is a perfect example of a great music collaboration. I consider this wonderful musical platform to be a boon for musicians as they can put forth something they would otherwise never get to do. I had a great time performing at IIM Bangalore. Connecting with the audiences during a LIVE performance is extremely important and I have to say, the response we got last evening was truly amazing. It couldn’t get better than this”.

Coke Studio is the Trademark of The Coca-Cola Company, Coca-Cola and Coke are the registered trademarks of The Coca-Cola Company
Coke Studio @ MTV- season 3, produced and broadcasted by Viacom 18 in association with Coca-Cola India Pvt Ltd.

About Coca-Cola India

Coca-Cola in India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, MinueMiad Guava, Minute maid Mango, Minute Maid 100 % juice (Minute Maid Apple, Minute Maid Orange, Minute Maid Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of more than one and a half million outlets. The Coca-Cola India system has invested more than US$ 2 billion in its Indian operations and provides direct employment to more than 25,000 people. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com