What's-On-India partners with Coke Studio@MTV

Coca-Cola, the world's most loved beverage brand, in partnership with India's leading youth brand - MTV, recently launched the India edition of Coca-Cola's internationally renowned music property - Coke Studio. MTV India has announced What's-on-India as it's exclusive Preview Partner for Coke Studio@MTV. As part of this deal, the What's-On-India channel will feature a host of promotions for Coke Studio@MTV including sneak previews, singer profiles, making-of-Coke Studio and preview & showcase slots. Besides these there is a fair amount of viewer engagement that Whats-On-India would trigger in the online, mobile and trade space.

Commenting on the announcement, Aditya Swamy - Channel Head, MTV India says "Coke Studio@MTV expresses the diversity of India through the language of music. People today want to experience music in its RAW form and a live recording is just that. An opportunity to do something so special comes around once in a lifetime and we at MTV are excited about leading a musical revolution."

Also commenting on the alliance Abrar Shaikh, General Manager, What's-On-India said, "Being India's Premier Preview & Showcase channel, we are constantly looking for ways to bring new and interesting content to our viewers. We are proud to partner with MTV for Coke Studio's debut in India. As with our previous engagements with MTV, our mandate for this tie-up remains engaging viewers with a deep emotional connect that draws them closer to - the show concept, the format as well as with the artistes."

Coke Studio@MTV, a first of its kind music project in India, will bring together diverse artists of different genres to create an extraordinary series of medleys, giving music lovers across the country a unique opportunity to enjoy Coke Studio's signature fusion music. Creating waves with this property across the world, a show that has no auditions, no judges, no voting, just PURE MUSIC - Coke Studio@MTV premiered in India on 17th June 2011, Friday 7pm exclusively on MTV.

Coke Studio@MTV offers a global platform for renowned as well as upcoming musicians from various genres to collaborate and present new sounds that are pure, encompassing and transcendental. A new brand of music is on its way! Think about Shankar Mahadevan with Khogen Da, a legend in the Assamese folk scene or Sunidhi Chauhan with the haunting Qawali Sufi mix of the Wadali Brothers. It becomes quite evident when artists like Leslie Lewis and Kailash Kher come up with a fusion that not only connects with every age group but also becomes a catalyst for upcoming talents. This musical delight comprises of versatile and talented artists like Shaan, Shafqat Aamant Ali, Shankar Mahadevan, Sunidhi Chauhan, KK, Hariharan, Kailash Kher, Colonial Cousins, Richa Sharma, Bombay Jayshree along with folks legends of the likes of Khogen Da, Wadali Borthers, Rashid Khan, Sabri Brothers and upcoming talents like Advaitha, Shruthi Pathak, Chinna Ponnu, Harshdeep and many more. Pioneer of remix wave, ace musician and singer Leslie Lewis will be the mentor / technical director on Coke Studio@MTV guiding the artists in creating a soulful track.