With this new cross-cultural collab which fuses Hindi, Telugu, Korean and English, we hope to make people all around the world groove and feed off of this very energy!” As a person, I’ve always been extremely driven and full of creative energy and Coke’s new track ‘Memu Aagamu’ channels that vibe perfectly. I’m so excited to be a part of this massive project in collaboration with Coke. It has the power to bring various cultures together and connect with millions across the globe. A first of its kind collaboration.”Īrmaan Malik, Indian singer-songwriter & record producer said, “There’s real magic in music. It was an amazing experience working with the top musical talent from K-Pop band TRI.BE and great Indian talent such as Armaan Malik & Lost Stories. A soundtrack bringing together different cultures and languages. South superstar Allu Arjun said, “It was wonderful being a part of Coke’s music video. No matter the genre, artist, song, or era, music is timeless-it is emotional, personal, inclusive, and authentic-just like every bottle of Coca-Cola.We are happy to provide a connection point for fans around the world to come together and enjoy this new extraordinary experience, using the reach of our iconic brand.” We are ecstatic to be partnering with rising musical talent and widely loved stars from India and Korea - Allu Arjun, Armaan Malik, Lost Stories, and TRI.BE. With this, we aim to further Coca-Cola’s strong heritage of connecting people across borders and cultures. The project has been managed by Coca-Cola’s partners at WPP – OpenX and Motion Content Group in conjunction with Universal Music Group for Brands, India.Īrnab Roy, Vice President & Head-Marketing, Coca-Cola India and Southwest Asia said, “This is the first time ever when two distinct musical cultures are coming together to create magic for the Telugu market. It also features verses from TRI.BE, girl band and rising stars of the Korean-pop world. The song has been produced by Lost Stories duo Prayag Mehta and Rishab Joshi along with renowned K-Pop producer S.TIGER and sung by Armaan Malik, the first-ever artist of Indian origin to feature on Spotify’s Times Square billboard. With this launch, Coca-Cola India seeks to tap into the Gen Z audience’s #1 passion point of music and aims to celebrate the magic of global and local creative collusion by bringing together Indian and Korean artists. The song is an upbeat, energetic dance-pop number that fuses together Hindi, Korean, and English lyrics, with a Telugu hook phrase “Memu Aagamu, Asalu Aagamu” translating to “we won’t stop, we really won’t stop”.
At the same time, it captures the essence of Coca-Cola itself: real taste that is indescribable, unique, a touch of real magic. It also syndicates with the brand’s philosophy energizing, uplifting, and rejuvenating the youth with a delicious Coke and their loved music from different parts of the world. The new song is an extension of Coca-Cola’s global brand platform - Real Magic™ – which invites everyone to celebrate the real magic of humanity. For the first time ever, Coca-Cola India has introduced an original song ‘Memu Aagamu’.
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