~The inaugural track instills hope while capturing the bitter-sweet emotion of new beginnigs~
National, February 14, 2023: Coke Studio Bharat launched its debut track, Udja which has crossed 25 Million views on YouTube within just one week of its release. The captivating song, Udja features a blend of Burrahs powerful voice, Jasleen Royals distinct vocals with Savera and Oaffs composition.
The song is a bitter-sweet journey of two people who part ways under different circumstances but are hopeful of a better future - 'Udja' is an ode to hope and the energy of new beginnings. With relatable lyrics ‘Udja’ exemplifies an emotion that all of us have felt at some point in our lives.
Breathing life into the tunes, the music producer-maker duo Kabeer Kathpalia (OAFF) and Savera Mehta add their distinct essence to ‘Udja’. Singer, songwriter, and composer Jasleen Royal leads the collective with her acoustic effects and lyrics. Poet, rapper & singer Burrah brings freshness to the song and is among one of Coke Studio Bharat's most talented discovery for the season.
Curated by award-winning musician and acclaimed songwriter, Ankur Tewari weaves magic into Coke Studio Bharat. Ankur has collaborated with a thinktank including critically acclaimed poet, lyricist and scriptwriter Kausar Munir along with national award winning sound engineer and music producer KJ Singh. Together they handpicked brilliant artists from Indias hinterlands enabling their diverse voices to take center stage in tune with their own individual niche and identity.
Appealing to the mindset of the younger generation, on one hand helping them connect with their roots, and on the other hand interspercing it with sounds, notes, and musical genre that are familiar to them.
Ankur Tewari highlighted this stating, “For ‘Udja’ we have used rhythms and themes that people around the world will understand and relate to. Coke Studio Bharat is an ideal platform to take our folk traditions and culture to the younger generation and enthrall the global audience with the richness of Indian music.
Speaking of their assosciation with Coke Studio Bharat and working with one another, Burrah stated, “It feels surreal to be part of Coke Studio Bharat! The song ‘Udja’ is very close to my heart as it is an ode to hope and the energy of new beginnings.
Oaff & Savera added, Udja is a true representation of our artistry, and words cannot articulate our excitement! Having Burrah, Jasleen, Kausar and Ankur just accentuated the experience by a million notches. Were grateful to everyone who made this project a reality.
Jasleen Royal commented, In many ways, ‘Udja’ is a song about hope that all of us carry within us. I am so excited to present this as the debut song of the season, and we beleive this song speaks to our audience as it does to us.”
Coca-Cola has partnered with Universal Music India (UMI) as executive producers for the launch of Coke Studio Bharat.
Arnab Roy, Vice President, Marketing Coca-Cola India, and Southwest Asia said, Coke Studio, a globally acclaimed platform and has always aimed to celebrate authentic regional music. Coke Studio Bharat connects the truly distinct cultural dots of various regions in the country with artists whose music is defined by their roots. They are the real stars of the season, giving regional music a bigger impetus. The debut song Udja is all about new beginnings and I am very excited about this.
You are invited to tune into Coke Studio Bharat that is available across all audio OTT platforms including Spotify, Gaana, Saavn, Wynk Music, and Audible worldwide, with distribution managed by UMI.