After taking to music as part of a brand campaign last year with ‘Coke Studio@MTV’, beverages major, Coca Cola, is set for the second season of the musical show in July at a bigger scale, looking to tap more younger consumers.

Buoyed by the response of the first season, the firm has roped in as many as 12 producers and over 200 artists for the second season of the show and is hoping to have a greater impact on sales.

“If we didn’t create sales, if we didn’t create brand impact with Coke Studio in the first season, we won’t be doing it again. Fact is we are happy with the way things have gone and the second season will be on a bigger scale,” Coca Cola India, Director Integrated Marketing Communications, Mr Wasim Basir, told PTI.

While he didn’t share as to by how much sales went up post Coke Studio, Mr Basir said the company had been able to connect with a larger number of consumers.

There were over 40 Million viewers on MTV, 7.3 lakh fans on Facebook, two Million views on YouTube, 13,000 CD’s sold and 15 live shows in the opening season, he said, adding the campaign was a success.

“We were able to create a different kind of music with the first season and we want to do better than last time. There will be 12 producers and over 200 artists this time,” he said.

In the season II of the show, musicians like Ehsaan & Loy, Shantanu Moitra, Clinton Cerejo, Karsh Kale, Nitin Sawhney, Amit Trivedi and Hitesh Sonik, among others will perform.

“The most exciting part of this season is the making of over 40 original songs which has been a hugely creative and collaborative process,” MTV India Executive Vice President, Mr Aditya Swamy, said.

Bullish on the prospects of the season II of the show, Mr Basir said: “The only reason why we do Coke Studio is to connect with the consumers, mostly with the younger ones and in the music community. We want to create an experience that they can talk about.”

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