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Hans India
a day ago
- Entertainment
- Hans India
Coke Studio Bharat unveils Ishq Bawla, a Haryanvi echo of identity and introspection
Coke Studio Bharat, the platform celebrating India's diverse musical heritage, has been striking a powerful chord with audiences in its third season. With Holi Aayi Re, Holo Lolo, and Punjab Vekh Ke, the platform has already delivered three distinct tracks that celebrate India's diverse cultural roots. Now, it returns with its fourth release—Ishq Bawla. Conceptualized, written, composed, and performed by the acclaimed Haryanvi rap powerhouse Dhanda Nyoliwala and featuring Xvir Grewal, Ishq Bawla reinterprets age-old tales of lost love through a lens of introspection, growth, and individuality. Rooted in the timeless storytelling traditions of Haryana, the new song is a tribute to the power of self-awareness - an invitation to reflect, learn, and forge ahead. #IshqBawla is a Haryanvi head-nod to love gone sideways, taking notes from centuries of folklore's most dramatic love stories. More than just a song, it's a reflection on the universal experience of heartbreak, reimagined with a contemporary spirit - think of it as your hype track for moving on and leveling rapper Dhanda Nyoliwala delivers a compelling performance, weaving relatable narratives with his signature cadence. He's joined by Xvir Grewal, whose melodic interpretation adds another layer of depth to the exploration of love and loss. The production is a vibrant fusion of modern sounds and traditional Haryanvi instrumentation, featuring the distinctive textures of the deru, bugchu, and ghada, creating a sonic landscape that is both familiar and refreshingly new Artist Parveen Dhanda (Dhanda Nyoliwala) brings his signature new-age rap beats and lyrical authenticity to the fore. More than just a rapper, Dhanda stands as a cultural voice, committed to putting Haryana on the global hip-hop map. Harshvir Singh Grewal, aka Xvir, brings a melodic depth and emotional nuance to the track offering a smooth contrast to Dhanda's verses. Together, they craft a dynamic narrative that bridges regional identity and contemporary expression. Drawing strength from their roots, the duo experiments with sound blending traditional folk instruments like the deru, bugchu, and ghada with modern, rap-inspired beats where the result is a vibrant, layered track that feels both grounded and globally Gangane, IMX Lead, Coca-Cola India, said, "Coke Studio Bharat is built on a clear strategic intent: to take the sound of India to the world by spotlighting its most powerful cultural asset - its diversity. With each new song, we're building a stage where regional artists like Dhanda Nyoliwala and Xvir Grewal can reimagine tradition for a new generation of listeners. We at Coke Studio are stoked to bring forward stories that are rooted yet relevant for the fans." Adding on, Dhanda Nyoliwala said, "Coke Studio Bharat is more than a stage, it has completely transformed how music is perceived. Through Ishq Bawla, we've been able to represent not just the sound, but my roots and my people. The platform gave us the freedom to be honest with our expression and bring Haryana's voice to a wider audience."Xvir Grewal added, "Working on Ishq Bawla with Dhanda Nyoliwala and Coke Studio Bharat allowed me to explore an idea that's both intimate and timeless. The support, creative space, and collaborative mindset helped elevate the song and gave our story a sound that truly speaks to today's generation."As Season 3 of Coke Studio Bharat continues to unfold, it remains a vibrant canvas for India's regional artistry bridging cultural legacies with contemporary sound and creating music that transcends borders. With tracks like Ishq Bawla, the platform reaffirms its commitment to storytelling that is rooted, relevant, and resonant.
News18
12-05-2025
- Entertainment
- News18
Music, Memes, and Maha Moments: How India's Summer Was Reimagined
Last Updated: In a summer of soaring heat, these stories prove that refreshment today isn't just about what's in the bottle—it's about the world the brand creates around it. As the temperatures rise, so does the energy in India's beverage industry. This summer, Coca-Cola India and PepsiCo India are stepping beyond thirst-quenching to deliver immersive cultural experiences, tech-forward storytelling, and hyperlocal engagement. From spiritual gatherings to cricket stadiums, meme culture to musical heritage, their campaigns are tuned into the heartbeat of modern India. From the sacred ghats of the Maha Kumbh to the pulsating beats of Coke Studio Bharat, Coca-Cola India's summer strategy is rooted in storytelling that reflects the soul of the country. The brand's calendar is a robust celebration of India's diversity, regional pride, and contemporary voice. Coke Studio Bharat: Music That Moves Generations Now in its third season, Coke Studio Bharat continues to bridge traditional folk with contemporary rhythm. This year's standout tracks—'Holi Aayi Re," 'Holo Lolo," and 'Punjab Vekh Ke"—are not just songs, but multisensory journeys through India's cultural heartlands. 'Holi Aayi Re", featuring Malini Awasthi, Vishal Mishra, and Prateeksha Srivastava, draws inspiration from the spirited Holi traditions of Mathura and Vrindavan. It blends the lyrical richness of Awadhi folk with modern arrangements, celebrating festivity, tradition, and the emotional resonance of Indian music. 'Holo Lolo," performed by Shankuraj Konwar and Shalmali Kholgade, explores the bond between a phandi (elephant trainer) and his elephant companion, combining Assamese folklore with Hindi lyrics in a rhythmic ode to companionship and culture. 'Punjab Vekh Ke", voiced by Jassa Dhillon, Gulab Sidhu, Raaginder, and Thiarajxtt, pays tribute to the unbreakable spirit of Punjab and its everyday heroes—its lok. 'This season of Coke Studio Bharat is rooted in the idea of bridging the traditional with the contemporary, bringing India's cultural legacy into today's soundscape," said Shantanu Gangane, IMX Lead, Coca-Cola India. 'By providing a platform to artists like Gulab Sidhu and Jassa Dhillon, we're enabling a new wave of voices to reinterpret heritage in a way that speaks to the next generation." The song 'Holi Aayi Re" also found a national stage during the Coke Halftime Show at the ICC Men's Champions Trophy 2025, where India's victory over New Zealand was punctuated by a celebratory performance that turned halftime into a festival of its own. Maha Kumbh 2025: Localization in Every Drop In an unprecedented move, Coca-Cola India localized its branding by releasing a Devanagari-scripted Coca-Cola label exclusively for the Maha Kumbh 2025. The packaging resonated deeply with attendees, emphasizing community and tradition. On-ground, Coca-Cola offered experiential activations—hydration carts, 3D OOH displays, cooler walls, selfie zones, and vibrant food court partnerships—merging the sacred with the contemporary. 'Joke in a Bottle': Laughter with a Local Flavour Another standout from Coca-Cola India is the return of Sprite's 'Joke in a Bottle' campaign, now in its third season. This campaign taps into India's meme culture and regional humor, offering pincode-specific comedic content and AR-powered experiences. Partnering with content creator Yashraj Mukhate, Sprite brings humor to life through musical punchlines, laugh tracks, and beat drops—blending refreshment with entertainment. 'Sprite's 'Joke in a Bottle' is a seamless fusion of Gen Z subcultures, offering a witty and fun perspective on the daily routines of youth," said Sumeli Chatterjee, Senior Category Director, Sparkling Flavours, Coca-Cola India and Southwest Asia. 'Through Yashraj's creative brilliance, we have transformed content into a sensory experience—one that transcends traditional viewing, allowing consumers to feel and share it through a unique audible." PepsiCo India: Making Waves with Big Names and Bold Moves While Coca-Cola India dials into culture, PepsiCo India is taking a bold, celebrity-driven, and innovation-focused approach. Its flagship brands—including Pepsi, 7UP, Mirinda, Mountain Dew, Sting, Slice, Nimbooz, Gatorade, Tropicana, and Aquafina—are backed by high-decibel campaigns designed to dominate every summer moment. 'With summer around the corner, PepsiCo India is all set to quench the nation's thirst with its powerhouse beverage portfolio," said a PepsiCo India spokesperson. 'We're doubling down on innovation activations and consumer engagement… from Mountain Dew's latest TVC with Salman Khan and Hrithik Roshan to Mirinda's vibrant Holi film and the buzzworthy Pepsi 'Anytime' campaign." The 'Anytime' campaign has captured digital and social attention with its disruptive storytelling and pop-culture appeal, aligning Pepsi's brand ethos with youth spontaneity and anytime refreshment. PepsiCo also emphasized its operational readiness: 'We are geared with a robust supply chain and expanded production to ensure seamless availability," the spokesperson added. 'This summer will be packed with high-energy activations, digital-first storytelling, and strategic partnerships to maximize impact and connect with consumers." Conclusion: More Than Just Refreshment top videos View all This summer, Coca-Cola and PepsiCo India aren't just selling beverages—they're curating moments, memories, and movements. Whether it's a Coke Studio song echoing through a cricket stadium or a regional meme delivered through a Sprite bottle, or Pepsi's cinematic punch in digital campaigns, these brands are speaking directly to India's evolving, expressive, and hyper-connected consumers. In a summer of soaring heat, these stories prove that refreshment today isn't just about what's in the bottle—it's about the world the brand creates around it. First Published: May 12, 2025, 08:49 IST News lifestyle Music, Memes, and Maha Moments: How India's Summer Was Reimagined
