AGENCIES
Coke Studio Bharatcontinues to celebrate the diversity of music by fostering unique genreswith the launch of its latest song, Kya KarieKorimol.The Kashmiri song not only tells the story of a bride and her father as they prepare for her wedding feast but also highlights the rich cultural heritage of Kashmir, with a message of love and care woven into its lyrics. The song is a beautiful collaboration between Mohammad Muneem who goes by the stage name, Alif, featuring and discovery artists Noor Mohammad and Aashima Mahajan.
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 crossed the 25 million view mark. Das Main WichonPyaarKhatteya continues to attract audiences, reaching the milestone of 5 million views since its launch in May.Continuing the brand's commitment to showcasing cultural heritage, Coke Studio Bharat now unveils Kya KarieKorimol, a captivating tribute celebrating the rich traditions of Kashmiri weddings.
In the words of the Kashmiri singer-songwriter and composer Mohammad Muneem who goes by the stage name, Alif, “Kya KarieKorimolis not just a song, it is a journey through the emotions of a bride on her wedding day. We wanted to capture the essence of Kashmiri weddings and the role that Wazwan plays in bringing people together. We hope that this song touches the hearts of our listeners and reminds them of the power of love and care.”
Noor Mohammad and Aashima Mahajan bring their unique styles and voices to the song, adding depth and richness to the overall sound. The duo showcases immense talent and potential of the next generation of musicians in India.Sharing their excitement on the song launch,Noor Mohammad and Aashima Mahajan said, “It was an honour for us to collaborate on Kya KarieKorimol with such talented musicians. We are proud to be part of a song that celebrates the beauty of Kashmiri traditions and culture and showcases the importance of love and care in relationships. We are grateful for the opportunity to showcase our talent on such a prestigious platform as Coke Studio Bharat.”
Arnab Roy, Vice President, Marketing Coca-Cola India, and Southwest Asia said “Coke Studio, a globally acclaimed platform, has always aimed to celebrate authentic regional music. Musical traditions from multiple regions in India are at an inflexion point not only in India but even globally. Coke Studio Bharat connects the truly distinct cultural dots of various regions in the country with artists whose music is defined by their roots. They are the real stars of the season, giving regional music a bigger impetus.”
