Making merely a couple of TV commercials is no longer acceptable. Coca-Cola, Arnab Roy

Today's fast-paced online environment has made it difficult for firms to remain relevant. The marketing industry has changed significantly over the past few years, going from producing two to three TV commercials a year to communicating every day through various media to maintain relationship with consumers. Coca-Cola is one company that has consistently maintained contact with its customers over all available channels. Coke Studio is one such hugely well-liked brand endeavor. Coca-Cola India revived the renowned property as Coke Studio Bharat on February 2, 2023. After being abandoned in 2015 after four seasons, the show has returned with more than 50 musicians. Through the internet media, Coke Studio Bharat seeks to recognize independent musicians and artists from all over the world.

Arnab Roy, Vice President-Marketing Coca-Cola India and South West Asia for Coke Studio Bharat, commented on the decision to make a comeback now and said they had been researching the Indian market for the previous 2.5–3 years and believed this was the ideal time to introduce Coke Studio Bharat in India. "Coke Studio in India has to return at some point. When it would return was the question at hand, not if it would. It's now time for the relaunch we've been planning. We derived our confidence from the remarkable success of Coke Studio Bangla. In a week, we're even going to debut the second season in Bangladesh.

He continued, "Indian indie music has exploded in the last few years. That's the premise behind Coke Studio Bharat. Digital channels have made it possible, so now you can find talented artists not just in Bandra or Colaba but also in Meerut, Jalandhar, and Lucknow. It is a lock that has to be unlocked. As a result, we stated that the time.

Roy responded that one of the most effective ways to connect with people is through music when asked how Coca-Cola is utilizing Coke Studio for brand development. "One of the things that is very important is that you have to be connected to culture in an authentic way if you want to thrive as a brand. There aren't many things you can do to engage with the culture, but music is one of them, according to Roy.

Roy said, "The period of generating merely 2-3 TVCs and declaring my job is done is finished," when discussing their marketing plan to remain relevant for the new-age consumer. With 7 million pieces of material being created by crowds all throughout India at the moment, I think it's difficult. You cannot succeed by focusing solely on TV commercials. Right now, the situation is really challenging. You need to approach marketing in a very different way.

Roy cited authenticity and having a strong connection to one's motherland as his two guiding principles for engaging with customers. "Be yourself; don't strive to be something you're not. The second realization is that this younger generation is not only concerned with events in the west. This generation prides itself on its roots and exudes self-assurance.