With hundreds of brands fighting for their attention, the youth is a difficult group to attract. The reason for Coke Studio’s success has been the uniqueness of the fusion of music.

We realized that the youngsters love ‘New’. Anything that’s unseen or not tried before attracts them like a moth to a flame. Based on this insight, the objective was to use design as a tool to create a retail experience as unique as the fusion music of Coke Studio.

The magic of fusion of music is the geneses of Coke Studio. We designed a series of installations that brought this magic alive and placed the brand right in the center of the entire experience, literally.

A mix of western musical instruments and traditional Indian classical music instruments were arranged to create an abstract pattern. Once it caught everyone’s attention, a larger-than-life Coke can was placed in the center of this installation. To everyone’s surprise, the reflection of the abstract art on the Coke can resulted into beautiful portraits of famous Coke Studio artists.

Intrigued by the unusual installation of instruments and the optical play of the reflection on the can, youngsters encountered a unique brand engagement. This led them to share videos showcasing the entire event on social network and created a viral effect that reached many more than ever intended. The viewership of the MTV show went higher and the Coke Studio micro-site and Youtube channel experienced a spike in traffic. The entire ‘Reflection of Music’ campaign added 1 million fans, generated 6 million downloads and 4 million Youtube hits.