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 January 22, 2023 edition of Business Today India.
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This story is from the January 22, 2023 edition of Business Today India.
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