Lovely Professional University grooves to the dhaamal of Coke Studio

A feeling of euphoria seized the air at a musical extravaganza brought to life by ‘Coke Studio’ today; one of India’s most loved and popular fusion music properties established by Coca-Cola India. The concert began on a dynamic note with power packed performances by India’s leading folk-fusion artiste Raghu Dixit and his entourage. The event soon reached a climax and the crowds got wild in the sprawling lawns of Lovely Professional University (LPU) when legendary folk singer Gurdas Maan and notoriously charming superstar Diljit Dosanjh’s enthralled the audience with a jugalbandi.
This mega musical evening, heavy on nostalgic melodies and peppy modern folklore, saw over 25,000 fans at LPU cheer an encore to smashing hits and break into Bhangra moves at every chance they got.

The Punjabi bigwigs recently collaborated for Coke Studio Independence Day special episode and in no time their track ‘Ki Banu Duniya Da’ became extremely popular with more than 11 million views on YouTube alone.

Speaking on the concert, Debabrata Mukherjee, Vice President, Marketing & Commercial, Coca-Cola India said, “It gives us immense pleasure to bring people together through Coke Studio. Coke Studio is a fusion platform which thrives on the youth’s passion for original music rooted in the Indian culture.  Today it’s is an occasion for us to bond and connect with youth of LPU through this music. And I have to say; the welcoming atmosphere at Lovely Professional University is something that always draws us back every time to stir a unique musical rhapsody. This concert today at LPU is our way of thanking Coke Studio’s 25,000 ardent fans at LPU for their constant love and support. I am sure they tasted the feeling of magic, just as we did with the signature fusion music of Coke Studio”.
Expressing his experience with Coke Studio, music sensation and versatile composer Gurdas Maan said, “Way back when I started my career, I really wished for a platform like Coke Studio, purely because for too long, musical creativity has been led by specific briefs. Coke Studio allows for longer format songs, fusion compositions, using local and traditional musical instruments etc. truly celebrating the diverse and rich musical heritage of our country. I commend the platform for re-connecting the youth with their roots. It was really enjoyable to perform for such a power packed audience today who thoroughly enjoyed the signature fusion music of Coke Studio.”

Explaining his association with Coke Studio, the electrifying singer Diljit Dosanjh said, “Coke Studio gives every artist an avenue to creative freedom. Not only does it provide a platform to showcase the unadulterated talent but also an opportunity to collaborate with musical maestros. Being Coca-Cola’s brand ambassador in Punjab it gives me great pride to perform on this stage and spread smiles through my music.”

Narrating his journey with Coke Studio, internationally reputed Indian singer-songwriter Raghu Dixit said, “It has always been a delightful experience associating with Coke Studio. It has played an integral part in making my music travel places and bring my music directly to the people. This was my first gig here and there was no way I could have missed performing for the people of Jalandhar. Their energy is so infectious that I look forward to returning to this heartwarming city again.”

Talking about hosting Coke Studio at LPU for the third time, Mr. Ashok Mittal, Chancellor, LPU said, “The show undoubtedly turned out to be the most spectacular music event. We are grateful to Coke Studio that introduces our students to versatile music landscapes and provides an experience to see a LIVE performance by great talents from across our country. We have witnessed a positive influence and interest in students when they are exposed to this platform. Initially those who were hesitant are now inspired to choose music as their career. Our foreign students also get a real taste of the Indian culture. Everyone eagerly looks forward to this event year after year.”    

Apart from the concert, Coca-Cola India engaged with the youth of LPU through interesting on-ground activities. One such activity included the fun Coca-Cola can sleeving act, where music lovers could get their personalized cans with their images on the can. The musical evening also witnessed great participation through fun quizzes that gave winners an opportunity to click selfies with Gurdas Maan, Diljit Dosanjh and Raghu Dixit, thus creating everlasting memories at the event.
Four years ago, Coca-Cola and MTV came together to start a music revolution, that brought together different genres of music across 15 languages and 450 musicians from across the country. In its fourth year now, Coke [email protected], a music show that celebrates diversity and talent, is going to be unlike any of the earlier seasons held previously.

A show that is immensely popular on television as it is on the digital medium; Coke [email protected] has so far registered over 3 Million Facebook fans and over 60 million hits on YouTube. The eagerly awaited new season of Coke Studio @MTV is around the corner and this one promises to be even bigger and better!

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