Advertising With A Musical Touch
Avijit Chatterjee
achatter_us@yahoo.com
First a Chart of the Arch Rivals
Nooyi appointed CEO
Buffett took 7% stake
Prestigious 1,000 Crore Club
• Coca Cola
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Maaza
Thums-Up
Sprite
Fanta
Limca
Kinley
Coke
• Pepsico
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Pepsi Cola
7Up
Mirinda
Slice
Lay’s
Mountain Dew
Kurkure
Music in Advertising
“The entertainment aspect of music helps making an
advertisement more appealing”
-David Huron, Music in Advertising, 1989
“The use of popular music in advertising represents
one of the most pervasive mergers of cultural and
commercial objectives in the modern age”
– Dr. Bethany Klein, University of Leeds, UK, As Heard
on TV: Popular Music in Advertising , 2009
Music Icons for Pepsi
Coke Studio
• Started in Brazil in 2007 in concert style
• Started in Pakistan (2008) and India (2011) in
closed studio format
• Musicians from different genres jam together
• 1-hour duration and plays in MTV
• Coke Studio Pakistan
– Produced by Rohail & Umber Hyatt (Vital Signs)
• Coke Studio India
– Produced by Samar Khan (Red Chillies)
– Music directed by Leslie Lewis (Colonial Cousins)
Coke Studio started a new Rivalry
• Folks say Pakistan Coke Studio music is
richer
– I’ll let you be the judge!
• Off to the Music …..