A unique campaign created to preserve the linguistic diversity of India, VML’s ‘Khalasi’ for Coke Studio Bharat has created ripples at the Cannes Lions 2024 stage. The musical campaign has picked one silver and bronze metal for PR Lions and Entertainment Lions For Music, respectively.
Rejoicing the global recognition, Mukund Olety, CCO, VML wrote on LinkedIn, “It feels amazing to be recognised for a piece of work that has created a dent in culture. There are billions of people grooving to #Khalasi and now we are as well holding 2 big metal lions in hand.”
To launch Coke Studio, a beloved music platform in India after an eight year’s gap, Coca Cola collaborated with up-and-coming Gujarati language artists, Aditya Gadhvi and Achint Thakkar, to create ‘Khalasi’ - a song that not only entertained but also served as a cultural statement. The campaign, using influencers, choreographers and singers along with the topicality of Navratri, got a billion people to dance, sing and celebrate in Gujarati – a language otherwise not in focus.
