According to a research, music and cricket are the two platforms which give the Pakistani youth an opportunity to express themselves freely. In short, these are the two biggest passion points that resonate with youth. Building on this, the brand Coke decided to take the challenge and unleash a connection with the youth in a way which has never been done before. Hence, in 2008 the idea of Coke Studio was conceived in Pakistan; a revolutionary format which not only managed to create an eternal bond with the youth, but also revolutionized the music industry of Pakistan.
Today it has become a launching pad for all aspiring musicians and has become a source of pride for all Pakistanis across the world. With massively successful 8 seasons in the past, Coke Studio is still captivating audiences across the borders even.
On top of this, Tajdar-e-Haram, performed by Atif Aslam in season 8 as a tribute to Sabri Brothers, has become the ‘Biggest Ever Coke Studio Song on Youtube’ in less than a year after its launch. With total views of 25.1 million, Tajdar-e-Haram has surpassed the record of Jugni, performed by Arif Lohar and Meesha Shafi in season 3, with 24.9 million views. This does not only show that followers of Coke Studio remain highly dedicated to their favorite performances, but it’s evident that Coke Studio remains nation’s favorite music platform, encompassing an essential sense of hope and energy despite the domestic issues in Pakistan.
"In the last seven years, Coke Studio has made an undeniably positive mark on the Pakistani music landscape,” said Rizwan U. Khan, general manager of Coca-Cola Pakistan & Afghanistan. “At Coca-Cola, we pride ourselves on being at the forefront of new and dynamic innovations, and we can say with confidence that Coke Studio is precisely that.”
Coke Studio marks an invaluable contribution towards the social agenda of Pakistan, and the Brand still promises to deliver better with every progressive Coke Studio season.