Cannes Lions

Blurring the Line of Control - Pasoori CS 14

OGILVY PAKISTAN, Karachi / COCA-COLA / 2023

Overview

Entries

Credits

Overview

Background

Situation:

Ever since Pakistan’s independence, decades of political tension between the 2 governments (Pakistan & India) have created billions of people born and brought up as sworn enemies. People who could have love in their hearts for each other and want to be together are unable to do so.

Brief:

Make a case through music for the free movement of ideas, melodies, music and people.

Objectives:

Coke Studio created Pasoori with a clear objective – to use the power of music to bridge divides across the India-Pak border…colloquially known as the Line of Control

Idea

Our creative idea came from a very commonly used theme in desi or Subcontinental/South Asian music where two lovers who want to meet and be together but are unable to because of an oppressor who thinks their love for each other is wrong.

We believed that is this same idea that applies to people who may inherently love each other owing to a shared past such as Pakistanis and Indians, people of the subcontinent, but are now separated by governments and geo-politics but still long for one another and do come together in other countries. The song also begins with a Bharatnatyam dancer to highlight this shared history.

The idea came from a personal experience of the singer, songwriter Ali Sethi who wanted to go to India to spread love through music but was unable to do so because he was not granted a visa by the Indian government.

Strategy

Insight:

Pakistan has been projected as close-minded by Indian/World media and we looked to provide access to both to present the alternative, by presenting the greater narrative of peace through Pasoori especially to our Indian neighbors.

Key message: Music cannot be bound by border or boundaries and that there should be free movement of ideas, melodies and music.

Target audience: 18-45 male/female, Gen-Z/Millennials globally - key focus on India

Creation:

- Artist and song journeys

- Song narratives and pivot stories

- Fact sheets about Pasoori

- Artist’s own reaction video to song which went viral

- Song reviews by YT creators

- Dance and Song covers

- Fan art by over 1400 artists

- BTS content and Community content

Distribution:

- Local and International publications

- Music critics and journalists

- National and International broadcast integrations

- Music community locally and globally

- Spotify and media partners

Execution

There was a lot of world-building involved in Pasoori. We took a narrative that was relevant and relatable to people and placed it in a visual setting that was based on a shared culture and history and was hence familiar to the people of this region:

-The separation of lovers caused by oppressors a theme common in desi music and relatable and relevant to South Asians

-The use of a “mohalla” or courtyard a common and familiar setting for the subcontinent

-The use of Punjabi language and culture which is common to both India and Pakistan

-The use of the Coke Studio channel to release the song where almost 50% (7 million) of the subscribers are Indian.

-A partnership with Spotify which had inroads into India and the world to deliver our message.

-Pasoori performed at Coke Studio Live in Dubai for 6000 Pakistanis and Indians.

-Feb22 to Feb 23

Outcome

Owned Media:

-First Coke Studio song to cross 550M+ views with 99% organic viewership

-7 Million Likes (YT)

-1.9 Million new subscriptions through Pasoori (YT)