Coke studio - sing to remember

Music has the power to inspire culture and propel languages forward. This time, however, we aimed to use music to celebrate and preserve India’s rich linguistic diversity. To relaunch Coke Studio in India after an eight-year break, we wanted it to become a platform for safeguarding languages at risk of being forgotten. We teamed up with rising Gujarati artists like Aditya Gadhvi and Achint Thakkar to create "Khalasi", a song that entertained young generations while making a powerful cultural statement.

Awards
2024 Cannes Lions
Silver - PR — Single-Market Campaign
Bronze - Entertainment Lions for Music — Diversity & Inclusion in Music

2024 LIA
Bronze - Branded Entertainment - Audio

Credits
Agency: VML
CCOs: Rafa Pitanguy, Mukund Olety
ACD/CW : Lorran Schoechet
ACD/AD : Thomaz Marsiglia
Creatives: India Team