Coke Studio - Pakistan

Musical Revolution

COKE STUDIO A Musical Revolution

INTRODUCTIONCoke Studio is a Pakistani music television

series which features live studio-recorded music performances by various artists.

Sponsored By Coca ColaCreated The Sofi Bash and executive producer Rohail HyattProduction: Rohail Hayat (Season 1-6), Strings (7-8)Country of origin PakistanLocation Karachi Seasons 1-8Total Episodes 45Release Date 8th June 2008 Rohail Hayatt

CONCEPTS & HISTORY

• Borrowed from the original Brazilian show ESTÚDIO Coca-Cola.

• First premiered on MTV Brazil in March 2007.• Original Brazilian performances were held on a concert

style platform. In Pakistan performances are held in a closed studio.

• The program focuses on a fusion of the diverse musical influences in Pakistan, including Eastern Classical, Folk, Qawwali, Bhangra, Sufi And Contemporary Hip Hop, Rock And Pop Music.

• Now it becomes an international franchise, with other countries adopting local versions.

BRAND CONCEPT

It conveys the message of fusion and exploring music with innovation.

Brand Name

Coke

Studio

Conveys the message of music experiments and fulfills the benefits of being different, appropriate and easy to remember.

It conveys the message of sharing happiness.

CONCEPT BEHIND LOGO

Logo: The symbol is quite simple, can be altered with respect to themes, absolute attention catcher. The logo for the series featuring a Coke bottle.

Colors: The red color in beverages industry is associated with coca cola that depict the message of happiness.

Red: Energy, action, love, desire, passion, attention getting, exciting and motivating.Black: Power and control, mystery, depressing, beginning, comfort strong.White: Innocence and purity, new beginnings ,equality and unity. safety fairness simplicity.

TARGET AUDIENCE• Pakistani music lovers• People of age 17 years and above• People from all over Pakistan• People from different cultures in Pakistan.• family

POSITIONING• Blend of pop, folk, classical, Rock music.• Reviving successfully the classical and folk music, various

singers and at a national as well as international level.• Improving the image of Pakistan across the globe.

BRAND KNOWLEDGE AND CONSUMER RESPONSE

• People know about coke studio.• Most popular Pakistani FBK fan page.• Fourth most popular channel in the world on YouTube.• The image of Pakistan across the globe has improved.• Performances featured more than half a dozen languages,

helping the show appealed to a broader audience.• Played a vital role in reviving successfully classical and folk

music at national and international level.• Fourth largest music entity in the world on Google.• Allows artist to reinvent old songs such as by bringing sitar

player into a rock band, or classical vocalist with a pop vocalist.

FUNCTIONAL BENEFITS• Increase of market share for coke in Pakistan (from 20%

to 35%) after the success.• Revival of Pakistani music which was merely taken over by

Bollywood music/songs.

EMOTIONAL BENEFITS• The essence of “Coke” in “Coke Studio” is that it provides

a sense of celebration and happiness in the mind of consumers.

MUSICAL FUSIONS• Main aim of Coke Studio is the fusion of different musical

styles. A wide range of fusions have been created so far. Singers from all over the country have been gathered with different singing styles, language, reputation etc.

• The categories that have been fused are Hip Hop, Sufi, Pop Music, Eastern, Classical, Qawwali, Folk, Bhangra and Rock music etc.

• This Show is the biggest and most famous platform, both for all as well as newly launched singers.

INTERNATIONAL FAME

• Coke Studio has been launched in Brazil, Pakistan and India, this show is now spreading very rapidly worldwide and has gain international popularity.

• In India it has been produced by MTV productions and Red Chilies entertainment. But it is not upto that level as that of Pakistan, as it has gain huge fan following over the recent years.

• An Arab version of this series was also launched on April 2012.

FAMOUS SINGERS• Singers from all over Pakistan have been gathered on

this platform. • In each season, many episodes have made an

excellent progress.• The famous singers who have made this series eye

catching are:

Atif Aslam, Ali Azmat, Ali Zafar, Rahat Fateh Ali Khan, Strings, Abida Parveen, Zaib & Haniya, Shafqat Amanat Ali, Arif Lohar, Bilal Khan, Alamgeer, Jal, Komal Rizvi, Qurat ul Ain Baloch, Abrar ul Haq, Meesha Shafi and Ata Ullah Khan, Esakhelvi.

MOST SUCCESSFUL SEASON

• Season 8 was launched in 2015, it has been the huge success due to amazing performances by various artists.

• It was a tribute to Sohail Rana & Masroor Anwar for their patriotic contributions.

Masroor Anwar Sohail Rana

This season has been met with raving reviews up till now.

Some high ranking performances of most successful Season 8 are:

“Bewajah” by Nabeel Shauqat Ali“Tajdar e Haram” by Atif Aslam“Ae Dil” by Sara Haidar and Ali Zafar“Man Amadeh Am” by Gul Panra & Atif Aslam“Rockstar” by Ali Zafar“Sammi Meri Waar” by Umair Jaswal & Quratul Ain Baloch“Sayon” by Mekaal Hassan “Anarkali Pharookai” by Mai Dhai and Karam Abbas

MOST SUCCESSFUL SEASON

TOP RANKED SONGS Coke Studio - Season 1

Artists: Strings & Ustad H.B Gullu Song: DUUR

77,957 plays

586,681 views


Artists: Noori & Saieen Zahoor Song: Aik Alif

114,718 plays

5,714,542 views


Artists: Arif Lohar & Meesha ShafiSong: Alif Allah, Jugni

240,100 plays

24,630,126 views


Artists: Akhtar Chanal Zahri & Komal RizviSong: Daana Pe Daana 61,349 plays

5,298,782 views


Artists: Uzair JaswalSong: Nindiya ke Paar

939,232 plays

1,661,810 views


Artists: Meesha ShafiSong: Dasht-e- Tanhai Main

825,382 plays

2,577,671 views


Artists: Abida Parveen & Rahat Fateh Ali KhanSong: Chaap Tilak

1,876,722 plays

4,550,193 views


Artists: Atif Aslam Song: Tajdar-e-Haram

6,914,820 plays

23,078,467 views

INDIAN THOUGHTS ABOUT COKE STUDIO

• Wasim Basir, (Director of integrated marketing communications at Coca Cola India ) said “It’s something that we always look up to.”

• He said “We had conducted research in 2010 which revealed that 25% of all Google searches in India were for Coke Studio Pakistan ,this was amazing!”

• In 2011, CS @MTV released its first season under the supervision of producer Leslie Lewis. It was a letdown, but they failed to meet expectations.

INDIAN THOUGHTS ABOUT COKE STUDIO

• Aditya Swamy (Vice President & Head of MTV) Explains;

“Demanding 50 songs in 60 days was too much for a solo producer.

I picked up the phone and called Rohail Hyat to get his blessings before starting our own Coke Studio.

Rohail is a genius, but no producer in India would ever dedicate themselves to one project with so many opportunities present.”

CONCLUSION

• This Television series has been blessed with a very bright future because of excellent collaboration of singers and various other artists.

• No doubt it will be the biggest platform of music in the near future with success all over the world.

CREDITS

Fizza Fatima Umme RubabSyeda Umal BaninMaheen Mushtaq

Komal Masood Saba Hassan

ANY QUERY?

Art & Photos

Coke Studio - Pakistan