1st Nov 2013

Silver in a new category at the London International Awards 2013

~

Silver in a new category at the London International Awards 2013

To bring alive a unique Coke Studio experience we created a series of installation at malls, multiplexes and other public spaces. 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. A jukebox inside the can allowed sampling of Coke Studio music and invited people to the MTV show and the micro-site. While the installation was about music, a common favorite amongst youth, what left them fascinated was the 'never-before' aspect of it. Intrigued by the unusual installation of instruments and the optical play of the reflection on the can, youngsters encountered a unique brand engagement. The idea won a Silver at the London International Awards 2013 in the new category of Non- Traditional Entertainment. It was also a finalist at Cannes 2013 Direct Lions