~ Amit Trivedi enthralls over 10, 000 students of XIMB with enchanting compositions from Coke Studio~

Bhubaneshwar, 9thNovember, 2014: As more than ten thousand students swayed to the popular tracks of Amit Trivedi, Coke Studio Mega-cert took over the city giving the students of XLRI Bhubaneshwar, a spectacular night to remember. The captivated crowd was seen swooning and enjoying the performance on popular tracks from Coke Studio such as ‘BadriBadariya’ and ‘Nirmohiya’. With the impeccable musical renditions by the celebrated musician, Coke Studio beautifully echoed the spirit of the XIMB Xpressions 2014 – a confluence of musical talents much as this festival (Xpressions 2014) itself is a confluence of diverse talent across the city!

This year, Coca-Cola made the evening even more special and memorable by commencing the musical extravaganza with the fizzing sound of 1000 Coca-Cola bottles opening simultaneously. This not just signified the brand’s mantra of ‘Open Happiness’ but also gave the audience a flavour of the excitement in store for them. That’s not it, during the concert; audience penned their wishes on balloons which were released in the air by the artists once at the end of the concert.

Speaking about the initiative, Mr. Pradip Pandey, Zonal Vice President – East Zone said, “Coke Studio is a fusion of musical genres, melody, rhythms and of cultures. It is Coca-Cola’s unique point of view on music, allowing the ‘Happy’ energy of Coca-Cola to bring people together. This is exactly what we intended to do by organizing the mega concert at Xpressions 2014. Coke Studio prides itself in bringing together some of the country’s most talented musicians at a common platform, driven by a common cause to celebrate the diversity of music, just like the way XIMB Expressions 2014 nurtures the talent of some of the country’s most diverse and bright minds. Hence, this association was a perfect fit for us. Showcasing Coke Studio at platforms like these is the best way to reflect the true essence of the musical property, giving the audiences a flavor of the signature music, ‘LIVE’ ”

Launched in India in 2011 by Coca-Cola India, Coke Studio is a first of its kind music project in the country which brings together artists from diverse backgrounds and genres to create an extraordinary series of medley, giving music lovers a unique opportunity to enjoy signature fusion music.

Coke Studio in India has received enormous support from fans and the music fraternity. It has so far registered over 55 million views across YouTube, over 2.8 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.

Commenting on the event, Fr Arockia Das SJ, Administrator, Xavier Institute of Management said, “I would like to take this opportunity to thank Coke Studio for partnering with us and supporting our festival Xpressions 2014. Every year, Xpressions brings to its students an exciting new element to make the festival different and better, and this year with Coke Studio on board, the response has been overwhelming. We hope this association continues and we come back next year with another exciting event for the students.”

According to Amit Trivedi, “As an artiste, Coke Studio is the most incredible platform one could be a part off. Our country is blessed with a diverse and dynamic musical heritage and Coke Studio has definitely played a significant role in successfully bringing that to the forefront. It has been a very enriching experience for me. I had a great time performing for the audience at XIMB Xpressions 2014. I hope they enjoyed the performances as much as we enjoyed performing for them”.

This year, Coca-Cola also ensured that the students got the chance to share their exciting Coke Studio experience with friends and family by setting up a Live Tweet Wall at the venue. This wall displayed tweets about the concert real-time. Lastly, to ensure that the audience took home fond memories from the evening, Coca-Cola set-up a special Can Sleeving station that allowed attendees to get their picture engraved on the Coca-Cola can. A perfect memorabilia, capturing the perfect Coke Studio moments!

Coke Studio is the Trademark of The Coca-Cola Company; Coca-Cola and Coke are the registered trademarks of The Coca-Cola Company.

About Coca-Cola in India

Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 20 years, ever since its re-entry in 1993, the company has gone on to establish an unmatched portfolio of beverages; refreshing consumers with its leading beverage brands like Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top selling sparkling beverages.

The company has now built a solid foundation for is on a clear march toward sustainable profitable growth, having registered 33 consecutive quarters of growth, 21 of them being double digit. It believes in the long term growth potential of the country and the Coca-Cola India system has already committed an investment of US$ 5 billion in its operations till 2020, starting 2012. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.

With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and contribute to the development of the communities where we operate. Some its Company’s flagship community development programs include the “Support My School” program, the “Parivartan” retailer training program, women empowerment program as a part of the global 5BY20 campaign etc.

For further information on the company’s India operations and its products, please visit: www.coca-colaindia.com.
For further information please contact:
Sambit Mohanty
Image Manager, Perfect Relations