Coca-Cola redefines diversity with the release of a new song featuring renowned Indian and Korean artists


August 24, 2022 5:56 p.m. STI

New Delhi [India]Aug. 24 (ANI/BusinessWire India): For the very first time, Coca-Cola India released an original song “Memu Aagamu.”
The new song is an extension of Coca-Cola’s global brand platform – Real Magic™ – which invites everyone to celebrate the true magic of mankind.
It also ties in with the brand’s ethos of energizing, uplifting and rejuvenating young people with delicious Coke and their favorite music from different parts of the world. At the same time, it captures the very essence of Coca-Cola: a real indescribable, unique taste, a touch of real magic.
The song is an upbeat and energetic dance-pop number that merges Hindi, Korean and English lyrics, with a Telugu hook phrase “Memu Aagamu, Asalu Aagamu” translating to “we won’t stop, we won’t stop.” we really won’t stop”. With this launch, Coca-Cola India seeks to tap into the Gen Z audience’s number 1 passion point for music and aims to celebrate the magic of global and local creative collusion by bringing together Indian and Korean artists.
The song was produced by Lost Stories duo Prayag Mehta and Rishab Joshi with renowned K-Pop producer S.TIGER and sung by Armaan Malik, the first-ever Indian-born artist to feature on Spotify’s Billboard. in Times Square.
It also features verses from TRI.BE, a girl group and rising stars in the Korean pop world. The project was managed by Coca-Cola partners at WPP – OpenX and Motion Content Group in conjunction with Universal Music Group for Brands, India.
Arnab Roy, Vice President and Head of Marketing, Coca-Cola India and South West Asia, said, “This is the first time that two distinct musical cultures have come together to create magic for the Telugu market. With that, we aim to promote Coca-Cola’s strong heritage of connecting people across borders and cultures.”

“We are thrilled to partner with emerging musical talents and highly regarded stars from India and Korea – Allu Arjun, Armaan Malik, Lost Stories and TRI.BE. No matter the genre, artist, song or the era, music is timeless–it’s emotional, personal, inclusive and authentic, like every bottle of Coca-Cola.We’re happy to provide a connection point for fans around the world to come together and enjoy this extraordinary new experience, using the reach of our iconic brand.”
Southern superstar Allu Arjun said, “It was wonderful to be part of Coke’s music video. A soundtrack bringing together different cultures and languages. It was an amazing experience to work with top musical talents from K-Pop group TRI.BE and great Indian talents. like Armaan Malik & Lost Stories. A first collaboration of its kind.”
Indian singer-songwriter and record producer Armaan Malik said: “There is real magic in music. Magic like no other. It has the power to bring together diverse cultures and connect with millions of people. around the world. I’m so excited to be a part of this massive project together with Coke. As a person, I’ve always been extremely driven and full of creative energy and Coke’s new track, “Memu Aagamu”, vibrates perfectly. With this new cross-cultural collaboration that fuses Hindi, Telugu, Korean and English, we hope to thrill people all over the world and feed on this same energy!”
TRI.BE, K-Pop artist, said, “It was a great honor to be able to participate in the very first original track of Coca-Cola India. Seeing different cultures come together through music is always an amazing experience and “ Memu Aagamu” is a fantastic example of how we can all come together. Being able to sing and perform in Korean makes this project even more meaningful to us and we had an amazing time directly participating in the choreography. We hope that everyone in the world will enjoy “Memu Aagamu” as much as we do.”
The music video was shot in Thailand and features and celebrates the artists coming together to perform the song in a Coke-themed environment.
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This story is provided by BusinessWire India. ANI shall in no way be responsible for the content of this article. (ANI/BusinessWire India)


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