AT A RUNNING TIME OF TWO MINUTES AND 54 SECONDS, MEMU AAGAMU IS A RAGE ON COKE STUDIO INDIA'S YOUTUBE CHANNEL. WITH OVER 75 MILLION VIEWS, THE SONG, NAY MUSIC VIDEO, NAY TV COMMERCIAL...
Right. So, foot-tapping music, pleasing optics, cool fusion… all very well, but what’s the point? The point, folks, is Coke Studio; those familiar with the popular music television series would be wondering what happened. After all, Coke Studio is ordinarily meant to promote new singing talent—supported by star singers—from multiple influences ranging from classical Indian to rock and pop music. None of the protagonists in Memu Aagamu fits into this description. Armaan Malik is neither a new singer nor in the league of superstars. The Korean girls, extremely talented, are not in the Indian music scene. And Allu Arjun, for all his popularity, is an actor lip-syncing to Malik’s crooning, not a singer.
So, again, what’s the point? The larger point here is that this video exemplifies Coca-Cola India’s new, counter-intuitive approach towards marketing—be it in the media mix, launching new brands, approach to digital, or looking to make product offerings relevant through the year. How about a bottle of Sprite in winter? Fancy a Coca-Cola with your lunch? Or a Maaza after dinner? You get the drift.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
The EV Craze
The country’s growing luxury car market is seeing a shift with environmentally-conscious consumers betting on electric vehicles as a sustainable travel option. Though just 6%, the share of EVs in the luxury segment is rising rapidly
The Storage Boom
Data centres are being built at a frenetic pace in india as companies scramble to meet the ballooning demand from mobile phone users and firms adopting al. Can the country’s energy infrastructure keep up?
India Beckons
Owing to rising incomes in India and overall wealth expansion, luxury brands are wooing the country like never before
The Pearls of The Sea
Caviar, that rare food, is considered the epitome of fine dining. Here is everything that you need to know about it
66.Brand persona should define the core"
I’d say this was a strategic pivot. We had an iconic brand, but had, over time, evolved into diversified lines of businesses that could no longer be represented within the confines of our ‘name’.
Unwind in Style
Here is acomprehensive list of top tech picks that help you unwind by blending perfection in performance with luxury
A Lifelong Affair with Inspiration
In my art journey, the diversity of my acquisitions mirrored the expanding horizons of my understanding of art
Make it Bubbly
Champagne is much more than just a symbol of celebration and success. Know about its nuances beyond the bubbles
Palatial Splendour
Buoyed by renewed demand, sales of the glitzy mansions of the ultra-rich are surging like never before. Real estate majors are looking to capitalise on this by launching luxury offerings in record numbers
Of Beaches and Cream
GianChand Single Malt Whisky
