#BeApp Partners with Coca-Cola to Launch Coke Studio Sessions

Katy Perry, Bebe Rexha, DJ Khaled, Steve Aoki and More Kick Off 60 days

of Live Music Streaming for Fans Around the World 

New Delhi, May 15, 2020 – #BeApp, a new live music streaming platform, and Coca-Cola today announced the launch of Coke Studio Sessions, an exclusive collaboration featuring a diverse line-up of musical performances for fans to enjoy over 60 consecutive days.

Live performances from more than 100 artists across the globe, including Katy Perry, Anitta, DJ Khaled, Bebe Rexha, Miguel, Cast of Hamilton and Steve Aoki will begin streaming today to refresh fans one virtual performance at a time and support the International Red Cross and Red Crescent Movement.

Coke Studio Sessions marks the official debut of #BeApp, the social live music streaming platform from tech industry veterans Ray Smith and Ross Mason. #BeApp is an immersive, digital destination for fans to enjoy live music in a new way. Unlike other virtual concert platforms, #BeApp will offer a variety of interactive features, including:

●        In-App Sharing: Sharing feature will encourage fans to invite friends and family to join them during the livestream.

●        Currency/Points: By continuously interacting and sharing through the app, fans will earn in-app points and currency that can be redeemed for prizes, functionality upgrades and more.

●        Prizes and Upgrades: Prizes include upgraded access to “front row seats,” artist shout-outs during the livestream and #BeApp swag.

●        Front Row Seats: “Front row seats” offer fans a greater digital presence during the livestream, including having the user’s photo and name visible to all viewers.

●        Donations: Fans will have the ability to make a donation to the International Red Cross and Red Crescent Movement to support Covid-19 relief efforts.

“#BeApp was designed for digital connection through a shared love of live music, and people need that connection now more than ever,” said Ray Smith, founder of #BeApp. “We’re thrilled to have Coca-Cola as our exclusive launch partner as we introduce #BeApp to fans around the world through unique new experiences.”

The first weekend of streaming will include performances from Diplo, Kaskade, DJ Khaled, among others, and kicked off this morning at 4:30 AM IST. Re-Runs of live content will air at 8:30 PM IST. Additional artists will be announced across Coca-Cola and #BeApp social channels.

“We know that people may feel lonely or isolated as a result of the pandemic, and Coca-Cola remains committed to uplifting the human spirit and fostering connection while we’re apart,” said Ricardo Fort, Vice President, Global Sports & Entertainment, The Coca-Cola Company. “By providing 60 days of live, interactive music content that fans can share and enjoy with others, we hope that Coke Studio Sessions will provide small, daily moments of entertainment for those adjusting to their new normal.”

Throughout the 60-day program, fans will have the opportunity to contribute directly to the International Red Cross and Red Crescent Movement to support Covid-19 efforts. The Coca-Cola Foundation has donated over $14 million to individual Red Cross and Red Crescent Societies around the world in response to Covid-19 and will additionally match up to a collective total of $3 million in consumer donations made through this program.

“The American Red Cross is grateful for partners like The Coca-Cola Foundation for stepping up during this difficult and uncertain time,” said Koby Langley, Senior Vice President of International Services for the American Red Cross. “The Coca-Cola Foundation’s contribution supports the global Red Cross and Red Crescent network’s efforts to slow the spread of this disease and alleviate suffering that the pandemic will cause. We are deeply grateful for their generous support during this challenging time.”

Fans will be able to join the livestreams on #BeApp, which can be downloaded for free on       iOS or Android devices, as well as on Coca-Cola YouTube and Facebook.

Coca-Cola India

Gurugram, 28^th April 2020: As the need to step up relief efforts during the COVID-19 pandemic continues, Coca-Cola in India has committed an initial support of INR 100 + crores towards helping the healthcare system and communities to combat the crisis and contain the spread of the pandemic. The relief programs initiated by Coca-Cola in India aims at benefitting and positively impacting over 10 lakh lives across the country.

In keeping with its purpose of refreshing the world and making a difference, Coca-Cola India will ensure immediate support to enhance the country’s healthcare infrastructure, including testing facilities and Personal Protective Equipments (PPEs) for health workers. The company is also working very closely with its NGO and bottling partners to provide aid to the most impacted communities such as unemployed and migrant workers by distributing meals and beverages during the lockdown period. 

The company is contributing over INR 100 Crores towards COVID-19 response to support the most vulnerable communities and has implemented the following measures.

·         The Company has already activated more than 50 locations across 10 states in partnership with its bottlers to support the hydration needs of the underserved communities through distribution of beverages, during the lockdown period.

·         With support from The Coca-Cola Foundation, Atlanta, the Company has forged substantial partnerships with United Way and Care India to augment initiatives towards COVD-19 healthcare and food security support.

·         Coca-Cola India is also working with its partner Civil Society Organisations (CSOs) and NGOs such as Akshaya Patra Foundation, Vanarai, Chintan, Hasirudala, Manthan Sansthan, and American India Foundation among others towards providing free meals to the distressed communities and relief to waste workers through provisioning of dry rations, PPEs, and emergency medical funds. 

·         Through its employee fundraiser campaign in partnership with GiveIndia, the company is securing donations to support waste workers and rag pickers with food and hygiene essentials. The Company will match to the employee contribution with an equal amount.

Coca-Cola India identifies West Bengal as one of its key growth markets Celebrates the state’s diverse culture with ‘hyper-local’ initiatives

West Bengal becomes the first of the many Indian states to go completely hyper-local

Announces partnership with Kolkata Knight Riders (KKR) to turn up the Cricket Fever

Kolkata, March 4, 2020: Taking forward its vision to become a ‘Total Beverage Company with strong local roots’, Coca-Cola India announced West Bengal as its key growth market and unveiled strategic plans to showcase commitment to the state. West Bengal is the first Indian state where the entire portfolio and marketing initiatives of Coca-Cola’s brands have been hyper-localized to resonate with local language and suit consumer preferences. The initiative begins with West Bengal and would extend nationally with local execution in other states. The company also announced its partnership with Kolkata Knight Riders (KKR) to turn up the excitement of the upcoming season of the Indian Premier League (IPL) for fans in Bengal.

Coca-Cola India is deeply intertwined with the vibrancy of West Bengal through its relationship with music, sports, food, festival and culture. Consumers in West Bengal have a special love for Coca-Cola beverages, making it a priority market for the company. The initiative has been developed in line with local affinity and preferences of consumers in West Bengal and their strong emotional connect with their culture.

Speaking at the launch of the initiative, T. Krishnakumar - President, Coca-Cola India and South West Asia, said, “West Bengal is a vital part of our India story, and we will continue to build for the state by customizing our brand and product propositions with an improved understanding of the local consumers’ consumption patterns and desires. West Bengal has and always will remain close to our hearts and with this initiative, we aim to showcase our gratitude by celebrating the unique, diverse culture of Bengal with our differentiated offerings and continued investment. We are initiating this as a pilot in West Bengal and plan to extend this nationally with local execution in other states”

To kickstart the initiative, Coca-Cola has rolled out Bengali packaging labels for all beverages across its portfolio, which includes Coke, Sprite, Thums Up, Maaza, Fanta, Limca, Kinley, and Minute Maid. Each brand will devise a hyperlocal campaign to deepen connect and bring on-ground experience alive for consumers in Bengal.

Shehnaz Gill, Senior Vice President - Operations, Coca-Cola India added “The initiative is built on the premise of creating joyful moments that are of true cultural significance in West Bengal. We will engage with consumers across multiple touchpoints using three key pillars: Language & Culture, Festivals, and Passion Points such as Cricket, Food, Music etc. Coca-Cola India’s hyper-local strategy will reflect in the marketing mix, packaging, advertising, social media activations and a range of on-ground events across portfolio. This will be further anchored in a strong marketing framework to create an edge while keeping the consumers’ sensibilities at the forefront of all decisions.”

As part of the initiative, Coca-Cola is tapping consumer passion moments such as Language and Cricket to build a strong emotional connect and cultural relevance. The pride for Bengali language is ubiquitous across West Bengal and Coca-Cola fueled the excitement by rekindling the love for storytelling during International Mother Language Day. Consumers were invited to participate in the contest by sharing their love for the language through short poems, tiny tales, and haikus. The winning entries were shared on Coca-Cola’s social media handles and also featured on Radio Mirchi by RJ Somak. Brand Coca-Cola will be the official beverage partner with Kolkata Knight Riders (KKR) to turn up the excitement of the upcoming season of the Indian Premier League (IPL) for fans in Bengal. A host of activities are planned both in stadium, as well as across the state to engage consumers and create unique experiences.