Coca-Cola India roped Creative Agency, Leo Burnett for the Launch of Coke Studio India

Coca-Cola India roped the creative agency, Leo Burnett for its soon-to-be-launched music property Coke Studio India. Coca-Cola’s move is in line with an increasing trend among big brands to work with multiple agencies. Coca-Cola signed the deal with Leo Burnett for the first season of Coke Studio, a television series featuring live music performances.

Coke Studio is an international property of Coca-Cola that uses music as a platform to connect with the youth through television. It attempts to bring together different artists on the same platform. Coke Studio will be launched in India through an exclusive tie-up with one of the leading music channels.

Coke’s rival PepsiCo has earlier assigned its biggest commercial of the year on Cricket World Cup campaign to creative hot shop Taproot and not to JWT, its creative agency for two decades.
Coke and Pepsi’s move indicate a trend among large brands to create a roster of agencies to work on projects and not necessarily depend on the incumbent creative agency.