Coke Studio Bharat sought to launch its first-ever original song in India — “Chirmathi” — with cultural authenticity, musical resonance, and high emotional impact. The objective was to create a launch strategy that resonated with the heartland of India, driving views, listens, and emotional connect through a rooted, influencer-led campaign. The brand needed to bridge the gap between mainstream digital content and Bharat’s regional diversity in language, emotion, and expression.
The Approach
To bring “Chirmathi” to life, the campaign activated creators with an authentic heartland connect, focusing on those fluent in regional dialects and who naturally resonated with the themes of nostalgia, femininity, and cultural pride. A layered strategy was implemented to maximize relevance:
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Influencer Cohort: Diverse mix of nano to macro influencers rooted in heartland India.
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Emotional Hooks: Focused on adulting, independence, and memory-driven storytelling.
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Distribution Channels: Leveraged Instagram and YouTube Shorts for maximum reach and engagement.
The Execution
Influencers created relatable, slice-of-life Reels rooted in personal nostalgia and femininity. The visual direction was minimal and raw, with a focus on natural locations, muted tones, and relatable scenarios — from mother-daughter moments to getting ready alone for your first job interview. The campaign ran across Instagram and YouTube Shorts with consistent messaging and cross-promotion, ensuring high visibility and audience recall.
The Impact
The campaign generated wide-scale reach and resonance. Audiences deeply engaged with the content, tagging friends, sharing stories, and expressing emotional responses to the visuals and soundtrack. The influencer content helped drive listenership and created a powerful connection between Coke Studio Bharat’s musical expression and real-life moments from its target demographic. “Chirmathi” became more than a song — it became a symbol of inner strength, transformation, and nostalgia.
Key Metrics
The campaign successfully raised awareness about Chirmathi by leveraging nostalgia and relatable #Adulting moments. By collaborating with influencers from North India and Haryanvi-speaking regions, the content resonated emotionally with the target audience, driving engagement and connecting the song to personal, everyday experiences. This approach enhanced the song’s visibility, fostering stronger connections and motivating listeners to engage with and share Chirmathi.
20
Total Influencer collabs.
6.9M+
Total
Reach
8.4M+
Total
Views
800K+
Total
Interactions
No Pain, Period
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