New Document

Coca-Cola & MTV in association with Spice Mobiles presents 'Coke Studio@MTV' Live Minicerts
Mesmerizes audience with pure music @ Hard Rock Cafe
Mathangi, Tochi Raina, Sanjeev T and Papon treat Bangalore to a melodious evening with their soulful renditions of Coke Studio@MTV songs at the Bangalore minicert
Bangalore, August 19, 2011: Music lovers in Bangalore were treated to a melodious evening as 'Coke Studio@MTV Minicerts presented by Spice Mobiles' rolled out an exhilarating array of performances with its diverse ensemble of artists at Hard Rock Cafe, Bangalore.
Bringing alive the magic of fusion music at The Hard Rock Cafe, Bangalore, an exceptional group of artists comprising Sanjeev T, soulful Mathangi, south singer Benny Dayal and eastern folk elegance Papon regaled everyone with their soulful tracks. Various genres of folk, classical, sufi songs like 'Rab - E - Elahi ' and 'Yaar Basianda' by Tochi Raina, 'Dinae Dinae' and 'Pak Pak' by Papon, 'Tere Bin Main' & 'Jhaki Dil' by Mathangi, 'Indian Jadoo' by Sanjeev T and duet performances on 'Khilte Gul' by Sanjeev T and Mathangi and Tochi & 'Tere Naa' by Tochi and Sanjeev T. The audiences were enthralled by the impeccable musical renditions by the eclectic artists today at the minicert and were left wanting for more.
Coke Studio India launched on MTV in June, is a fusion music project that brings together some of the country's best talent in contemporary and traditional music. Since its launch, Coke Studio@MTV has garnered huge support from the public as well as the music fraternity and it has now registered nearly 600,000 Facebook fans, 2 million hits on Youtube and 7 million downloads on mobile platforms. The Mini-concerts or Minicerts are a way to bring the Coke Studio's recorded music 'LIVE' to music lovers across India and let them enjoy the best in fusion music along with the artists and musicians.
Speaking about the music property, Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India, said "The minicerts that we are organizing is a way to provide Coca-Cola with an opportunity to connect the brand with music lovers from across the country. We believe that the 'happy' energy of Coca-Cola will help people in India come together to find their voice and share it with the world through music."
According to Aditya Swamy - Channel Head, MTV India, "Music is about discovery and experience. While the show has reached out to more than 30 million people on television, the concerts are a chance for people to experience the magic of Indian fusion music. Coke Studio@ MTV is a one of the largest initiatives we are rolling out, to take music to the people."
Produced by MTV India in partnership with Red Chillies Entertainment's Idiot Box, Coke Studio@MTV truly exemplifies the melodious symphony of the diverse genre, bringing alive the magic of live recordings and performances. Coke Studio@MTV prides itself in providing a musical platform, which bridges barriers, celebrates diversity and encourages collaboration. Coke Studio@MTV airs every Friday at 7pm on MTV!

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, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Apple, Georgia, Georgia Gold, Kinley, Kinley Club Soda, Burn, Nestea, Minute Maid 100% juice range through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors. The Coca-Cola system in India employs more than 25,000 people directly.
About MTV India:
MTV is a dynamic, vibrant experiment at the intersection of music, creativity and youth culture. For over 14 years, MTV has evolved, challenged the norm, and detonated boundaries - giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen. Globally MTV has been the number one destination across platforms for young people. In India, MTV is distributed to 40 mn homes and reaches out to over a 100 MM unique viewers annually. In the social media space, MTV is the most followed brand across categories. Targetted brand licensing makes MTV products available across 35 unique categories and the MTV Live business gives young people their does of MTV, up close and personal.
MTV aims to entertain, reflect, lead and educate young people through its provocative and cutting edge content and communication. Be it through cult shows like MTV Hero Honda Roadies, Vodafone MTV Splitsvilla, Pulsar MTV Stunt Mania, Mirinda MTV Bakra; or iconic VJ's like Rannvijay, Cyrus, Bani, Anusha& Nikhil, or hugely engaging digital properties like Roadies Battleground, MTV Gang Next, MTV Ecolution and big ticket ground events like MTV Rockathon or MTV Ultimate DJ Championships, MTV has consistently been among the top 3 youth brands in the country.
MTV philosophy is STAY RAW, an idea that encourages young people to be and do only what they want to. Write your own rules, play your own games, be your own hero. Stay Real... Stay Raw.
MTV India is a part of Viacom18, a 50:50 joint venture between Viacom & Network TV 18, one of India and the world's leading creators of programming and content across all media platforms. Wanna know more? Come on in

Avian Media: Shweta Poojari/Bhawna Shukla
Cell: 9819830369/ 9167558392 /
MTV India: Bhavana Mehta / Margerie Ferrao
Cell: 09821479597/ 09820003731 /