Coca-cola Print, Case study Reflection of music - Usha Uthup by Leo Burnett Mumbai

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Reflection of music - Usha Uthup

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Industry Soft Drinks
Media Print, Magazine & Newspaper, Case study
Market India
Agency Leo Burnett Mumbai
Art Director Brijesh Parmar, Devang Patel, Mayuresh Natalkar
Photographer Mahesh Khatate
Released January 2013

Awards

One Show 2013
One Show Collateral / P.O.P. and In-store - Single Merit

Credits & Description

Advertiser: COCA-COLA INDIA
Agency: LEO BURNETT INDIA
Category: Best Use of Print
Art Director: Brijesh Parmar (Leo Burnett)
Photographer: Mahesh Khatate
NCD: Nitesh Tiwari (Leo Burnett)
Client Servicing: Sreekumar Balasubramanian (Leo Burnett)
ECD: Vikram Pandey (Leo Burnett)
Art Director: Mayuresh Natalkar (Leo Burnett)
Art Director: Devang Patel (Leo Burnett)
CCO: Kv Sridhar (Leo Burnett)

Strategy
To connect with the youth of the youngest country in the world, Coca-Cola India launched Coke Studio - a platform where musicians from diverse genres came together to create unique, never-been-explored fusion music that’s free for all on the internet. This distinct combination of popular music and Indian traditional music was an instant hit. Coke Studio Season 2 featured some of the most celebrated musicians in the country, Usha Uthup, Vishal Dadlani, Amit Trivedi. The marketing object of this campaign was to create buzz around Coke Studio and the artists by engaging young music lovers in a unique way and sustain traffic on the Coke Studio micro-site and YouTube channel. Youngsters love ‘New’. Anything that’s unseen or not tried before attracts them like a moth to a flame. Based on this insight we created an innovative, never-before brand experience using a magazine ad.

Effectiveness
The youth, that’s on the lookout for new experiences were instantly attracted to the ad. Intrigued by the optical play of the reflection on the can as well as the music from the hidden chip, the readers of Rolling Stone experienced a unique brand engagement.Fascinated by the experience, video clips showcasing the entire experience was posted on the social network and created a viral effect, reaching many more than ever intended. Coke Studio micro-site and YouTube channel experienced a spike in the traffic. The entire ‘Reflection of Music’ campaign added 1 million fans, generated 6 million downloads and 4 million YouTube hits.

Execution
To bring alive a unique, new Coke Studio experience we created an unusual magazine ad in the most popular music magazine – Rolling Stone. The December issue of the magazine went out with a complimentary Coke can and our ad on the front flap. The ad displayed an abstract art created using a mix of popular western and traditional Indian classical music instruments. The ad urged readers to place their complimentary Coke can at a designated spot on the page. To their surprise, the reflection of the abstract instrument art on the Coke can resulted into a beautiful portrait of famous Coke Studio artist – Usha Uthup. Simultaneously, the action of placing the can also triggered the embedded sound chip to play the artist’s popular Coke Studio song.