New Delhi: Coke Studio with its phenomenal success as a music platform with different genres of music in various languages, continues to celebrate talented and emerging artists, with the launch of Coke Studio Bharat and Coke Studio Tamil in India, this year.
With its newest track, ‘Geejaga Hakki’, Coke Studio Bharat aims to bring more value to its music and culture communities.
‘Geejaga Hakki’ is a powerful song about truth and justice, performed by Sanjith Hegde and Charan Raj. Built on the principle of Yakshagana, an art theatre form, prevalent in the region of Karnataka, the song is a story about Raja Harishchandra, who never left the path of truth. Perceived from the lens of the legendary Harishchandra, the song tells the story of Raja Harishchandra and his struggles to choose the path of righteousness in a world that often tempts us to take the easier way out.
After the resounding success of the debut song ‘Udja’, which has amassed nearly 50 million views on YouTube, and the overwhelming appreciation for second celebratory track ‘Holi Re Rasiya’ which has already garnered over 35 million views, ‘Taqdeer’ has become a favorite among the new generation.
MDas Main Wichon Pyaar Khatteya’ continues to attract audiences, while Kya Karie Korimol celebrates Kashmiri culture and weddings. Continuing the brand’s commitment to showcasing cultural heritage, Coke Studio Bharat now unveils ‘Geejaga Hakki’ that brings a unique vocal style and traditional flavor to the song, which is sure to strike a chord with music lovers.
Expressing his excitement on his collaboration with Coke Studio Bharat, Sanjit Hegde shared, “Geejaga Hakki is a very special song as it borrows from the folk style of Yakshagana and depicts a very special story. Through this collaboration, we aim to showcase the power of music in narrating stories that reverberate with audiences across generations.”
Charan Raj marking an impactful debut on Coke Studio Bharat said, “I am truly honoured to be a part of Coke Studio Bharat’s Geejaga Hakki and bring to life the timeless tale of Raja Harishchandra through music. Yakshagana troops have beautifully portrayed the struggles of upholding truth and justice in a world that tempts us towards dishonesty.”
Prasannakumar Hegde, the Yakshagana singer mentioned, “It has been an incredible experience working on Geejaga Hakki with Coke Studio Bharat. Through our musical collaboration, we hope to pay tribute to this timeless story and encourage reflection on the importance of upholding our morals in a world that constantly puts them to the test.”
Sumeli Chatterjee, Head-Integrated Marketing and Experiences, Coca-Cola India and South West Asia, highlights this musical journey, stating, “Our digital-first platform, Coke Studio Bharat seamlessly weaves stories from different corners of India through soul-stirring songs. Every song is based on a unique undeniable theme that runs through the modern realities of the young India. This song Geejaga Hakki narrates the power of truth in a world of fake news. With a focus on regional music, this globally acclaimed platform embraces the power of art and expression.”