Coke Studio Boosts Cola's Marketshare in Pakistan
Music is aiding Coke in its fight against Pepsi in the cola wars in Pakistan. By sponsoring "Coke Studio," a local version of "MTV Unplugged", Coke has gained significant market share at Pepsi's expense, according to a report in the Wall Street Journal. While Coke now claims 35% of all cola sales in Pakistan, Pepsi's market share is now down to 65% from a high of 80% in 1990s which was achieved mainly through sponsorship of cricket in Pakistan.
Coke Studio, sponsored by Coca Cola Pakistan, is a one-hour show that features musicians playing a distinct blend of fusion music that mixes traditional and modern styles. Helped by the media boom in Pakistan, the show has had dramatic success since it was launched three years ago.
A Wall Street Journal story says that Coke Studio is now carried by 27 channels, including regional Sindhi- and Pushto-language channels, where entertainment tends to be more orthodox. The show’s Facebook page has about 200,000 fans and is adding about 10,000 a week. The song “Alif Allah Chambey Di Booty” by Arif Lohar and Meesha Shafi that featured on Coke Studio in June has recorded 531,537 views in just over a month on YouTube. It is popular in both India and Pakistan where the netizens can’t seem to get enough of it.
Here is an except from the Wall Street Journal story on Coke Studio in Pakistan:
Coke and Pepsi's battle in Pakistan shows how some foreign companies remain committed and are expanding here even as others head for the exits because of concerns over terrorism and the country's struggling fiscal position.
Tetra Pak International SA, the Switzerland-based packaging company, is about to complete a €90 million ($116.5 million) factory in Lahore. Metro AG, the German retailer, has invested $175 million to open a string of outlets in the past two years. Adidas AG of Germany has recently ramped up orders of soccer balls from Pakistan, one of the world's largest suppliers.
Others, like U.S.-based Procter & Gamble Co. and Nestlé SA of Switzerland, continue to make healthy profits here. Nestlé, for instance, operates Asia's largest dairy-processing factory in Punjab, Pakistan's largest province.
An upsurge in terrorist suicide attacks and a balance of payments crisis, which led to an $11 billion International Monetary Fund bailout program in 2008, have scared off other businesses. Foreign direct investment in Pakistan fell 39% to $12 billion in the year to July, according to central bank figures. Still, countries like Pakistan continue to matter for consumer-goods companies because they have young populations and growing economies. The economy is set to grow over 4% this year and Pakistan regularly beats out nations in the region, including India, in the World Bank's study on ease of doing business.
Coke said sales volumes fell 2% in North America in the first quarter of 2010 but rose 11% in its Eurasia and Africa division, which includes Pakistan.
Pepsi remains bigger in some Middle East nations, where an Arab League boycott of Coke in the 1970s and 1980s—stemming from its investments in Israel—left the playing field open.
In other emerging markets like China, India and Russia, the two rivals are locked in a close race.
Nestle and Unilever, two of the leading food and drink companies in Pakistan have been reporting strong growth in headline sales, according to BMI. Both companies grew their topline sales revenue by more than 20% year-on-year in the year to December 31 2009. Their annual sales are now approaching US$500m.
Against the odds, demand for beer is strengthening off the back of strong growth posted by Murree Brewery. Despite Muslim's accounting for 97% of Pakistan population and extensive bans on the consumption of alcohol in place, Murree has been reporting strong financials. Q1 (three months to September 2009) after duty and tax sales climb by 16% to PKR539.4mn (US$6.5mn), while net profit after tax increased by 26% to PKR63.9mn (US$0.76mn).
As the sales of cola drinks and tobacco products decline in the West, US companies are targeting developing nations with heavy advertising to increase sales.
Bunge, the third biggest US agribusiness company after Archer-Daniel-Midland and Cargill, has bought Chicago-based Corn Products International Inc. for $4.2 billion in stock to add corn-based sweeteners as demand increases for soft drinks and processed foods in China, India and Pakistan, according to US media reports. This acquisition enlarged Bunge's international footprint in emerging economies to drive its growth.
Corn Products is the fourth-largest maker of high-fructose corn syrup in the U.S. and will give Bunge new customers in Pakistan, South Korea and Thailand, Credit Suisse analyst Robert Moskow said in a note on this deal. Corn sweeteners are used in soft drinks and processed foods instead of traditional cane or beet sugar because of their lower cost and higher concentration. A single 12-ounce can of soda has as much as 13 teaspoons of sugar in the form of high fructose corn syrup, according to San Francisco Chronicle. China, India and Pakistan have all seen double digit annual growth in consumption of soft drinks and processed foods for several years. Last year, the PepsiCo growth in US and Europe was less than 3% but PepsiCo International sales were up 22%, an impressive increase fueled by double-digit growth in China, Russia, Pakistan and the Middle East.
Processed foods and soft drink companies are often blamed in the United States for dramatic increases in obesity and diabetes, particularly among children. Some even accuse them of being merchants of death, not unlike the big tobacco companies. Many health experts argue that the issue is bigger than more calories. The theory goes like this: The body processes the fructose in high fructose corn syrup differently than it does old-fashioned cane or beet sugar, which in turn alters the way metabolic-regulating hormones function. It also forces the liver to kick more fat out into the bloodstream leading to heart disease.
While the presence and growth of Bunge, Pepsi and other food giants are likely to create more jobs in emerging economies such as India and Pakistan, the price for this opportunity is likely to be the danger of greater health problems associated with fats and corn sweeteners in processed foods and soft drinks.
Similar or even greater health threats are coming from the major expansion of tobacco giant Philip Morris in emerging economies. As the smoking rates in developed countries have slowly declined, they have risen dramatically in some developing counties, where PMI is a major player. These include Pakistan (up 42% since 2001), Ukraine (up 36%) and Argentina (up 18%), according to the Wall Street Journal. Philip Morris is currently building a major new plant in Pakistan.
Globalization can potentially bring many benefits, including access to more jobs and improved living conditions in the emerging economies. However, globalization also brings with it all the ills that have been witnessed in the West, including environmental deterioration and life-style diseases such as diabetes, heart-disease, various forms of cancer etc. The challenge for Pakistan, and other countries like it, is to learn from the mistakes of the West. Instead of just repeating such mistakes, Pakistan, India and China must find ways to extract the benefits while minimizing the cost of modernization.
Growing health consciousness across Pakistan is strengthening demand for low calorie carbonate substitutes and bottled water. With concerns about the safety of tap water extensive, demand for bottled water is growing strongly off the back of modest gains in per capita incomes and more importantly, more widespread product investment by leading players.
Here's a video clip of Coke Studio with Arif Lohar and Meesha:
Related Links:
Haq's Musings
Pakistan's Media Boom
Pakistan's Murree Brewery in KSE-100 Index
Health Risks in Developing Nations Rise With Globalization
Pakistan's Choice: Globalization Versus Talibanization
Life Goes On in Pakistan
Pakistan Crowned T20 World Champion
Coke Studio, sponsored by Coca Cola Pakistan, is a one-hour show that features musicians playing a distinct blend of fusion music that mixes traditional and modern styles. Helped by the media boom in Pakistan, the show has had dramatic success since it was launched three years ago.
A Wall Street Journal story says that Coke Studio is now carried by 27 channels, including regional Sindhi- and Pushto-language channels, where entertainment tends to be more orthodox. The show’s Facebook page has about 200,000 fans and is adding about 10,000 a week. The song “Alif Allah Chambey Di Booty” by Arif Lohar and Meesha Shafi that featured on Coke Studio in June has recorded 531,537 views in just over a month on YouTube. It is popular in both India and Pakistan where the netizens can’t seem to get enough of it.
Here is an except from the Wall Street Journal story on Coke Studio in Pakistan:
Coke and Pepsi's battle in Pakistan shows how some foreign companies remain committed and are expanding here even as others head for the exits because of concerns over terrorism and the country's struggling fiscal position.
Tetra Pak International SA, the Switzerland-based packaging company, is about to complete a €90 million ($116.5 million) factory in Lahore. Metro AG, the German retailer, has invested $175 million to open a string of outlets in the past two years. Adidas AG of Germany has recently ramped up orders of soccer balls from Pakistan, one of the world's largest suppliers.
Others, like U.S.-based Procter & Gamble Co. and Nestlé SA of Switzerland, continue to make healthy profits here. Nestlé, for instance, operates Asia's largest dairy-processing factory in Punjab, Pakistan's largest province.
An upsurge in terrorist suicide attacks and a balance of payments crisis, which led to an $11 billion International Monetary Fund bailout program in 2008, have scared off other businesses. Foreign direct investment in Pakistan fell 39% to $12 billion in the year to July, according to central bank figures. Still, countries like Pakistan continue to matter for consumer-goods companies because they have young populations and growing economies. The economy is set to grow over 4% this year and Pakistan regularly beats out nations in the region, including India, in the World Bank's study on ease of doing business.
Coke said sales volumes fell 2% in North America in the first quarter of 2010 but rose 11% in its Eurasia and Africa division, which includes Pakistan.
Pepsi remains bigger in some Middle East nations, where an Arab League boycott of Coke in the 1970s and 1980s—stemming from its investments in Israel—left the playing field open.
In other emerging markets like China, India and Russia, the two rivals are locked in a close race.
Nestle and Unilever, two of the leading food and drink companies in Pakistan have been reporting strong growth in headline sales, according to BMI. Both companies grew their topline sales revenue by more than 20% year-on-year in the year to December 31 2009. Their annual sales are now approaching US$500m.
Against the odds, demand for beer is strengthening off the back of strong growth posted by Murree Brewery. Despite Muslim's accounting for 97% of Pakistan population and extensive bans on the consumption of alcohol in place, Murree has been reporting strong financials. Q1 (three months to September 2009) after duty and tax sales climb by 16% to PKR539.4mn (US$6.5mn), while net profit after tax increased by 26% to PKR63.9mn (US$0.76mn).
As the sales of cola drinks and tobacco products decline in the West, US companies are targeting developing nations with heavy advertising to increase sales.
Bunge, the third biggest US agribusiness company after Archer-Daniel-Midland and Cargill, has bought Chicago-based Corn Products International Inc. for $4.2 billion in stock to add corn-based sweeteners as demand increases for soft drinks and processed foods in China, India and Pakistan, according to US media reports. This acquisition enlarged Bunge's international footprint in emerging economies to drive its growth.
Corn Products is the fourth-largest maker of high-fructose corn syrup in the U.S. and will give Bunge new customers in Pakistan, South Korea and Thailand, Credit Suisse analyst Robert Moskow said in a note on this deal. Corn sweeteners are used in soft drinks and processed foods instead of traditional cane or beet sugar because of their lower cost and higher concentration. A single 12-ounce can of soda has as much as 13 teaspoons of sugar in the form of high fructose corn syrup, according to San Francisco Chronicle. China, India and Pakistan have all seen double digit annual growth in consumption of soft drinks and processed foods for several years. Last year, the PepsiCo growth in US and Europe was less than 3% but PepsiCo International sales were up 22%, an impressive increase fueled by double-digit growth in China, Russia, Pakistan and the Middle East.
Processed foods and soft drink companies are often blamed in the United States for dramatic increases in obesity and diabetes, particularly among children. Some even accuse them of being merchants of death, not unlike the big tobacco companies. Many health experts argue that the issue is bigger than more calories. The theory goes like this: The body processes the fructose in high fructose corn syrup differently than it does old-fashioned cane or beet sugar, which in turn alters the way metabolic-regulating hormones function. It also forces the liver to kick more fat out into the bloodstream leading to heart disease.
While the presence and growth of Bunge, Pepsi and other food giants are likely to create more jobs in emerging economies such as India and Pakistan, the price for this opportunity is likely to be the danger of greater health problems associated with fats and corn sweeteners in processed foods and soft drinks.
Similar or even greater health threats are coming from the major expansion of tobacco giant Philip Morris in emerging economies. As the smoking rates in developed countries have slowly declined, they have risen dramatically in some developing counties, where PMI is a major player. These include Pakistan (up 42% since 2001), Ukraine (up 36%) and Argentina (up 18%), according to the Wall Street Journal. Philip Morris is currently building a major new plant in Pakistan.
Globalization can potentially bring many benefits, including access to more jobs and improved living conditions in the emerging economies. However, globalization also brings with it all the ills that have been witnessed in the West, including environmental deterioration and life-style diseases such as diabetes, heart-disease, various forms of cancer etc. The challenge for Pakistan, and other countries like it, is to learn from the mistakes of the West. Instead of just repeating such mistakes, Pakistan, India and China must find ways to extract the benefits while minimizing the cost of modernization.
Growing health consciousness across Pakistan is strengthening demand for low calorie carbonate substitutes and bottled water. With concerns about the safety of tap water extensive, demand for bottled water is growing strongly off the back of modest gains in per capita incomes and more importantly, more widespread product investment by leading players.
Here's a video clip of Coke Studio with Arif Lohar and Meesha:
Related Links:
Haq's Musings
Pakistan's Media Boom
Pakistan's Murree Brewery in KSE-100 Index
Health Risks in Developing Nations Rise With Globalization
Pakistan's Choice: Globalization Versus Talibanization
Life Goes On in Pakistan
Pakistan Crowned T20 World Champion
Comments
When you chug a sports drink or chew a stick of gum, you probably don't think of science. But there is a precise science - and a delicate art - behind what you're tasting. Morley Safer reports on the multibillion dollar flavor industry, whose scientists create natural and artificial flavorings that make your mouth water and keep you coming back for more.
The following is a script of "The Flavorists" which aired on Nov. 27, 2011. Morley Safer is correspondent, Ruth Streeter, producer.
As the Thanksgiving weekend comes to a close, you may feel as overstuffed as that turkey you ate. And if you're overweight - and the chances are, you are, it's probably because you eat too much, too much of the wrong stuff. Most of the wrong stuff we eat comes in a bottle, a can, or a box - food that's been processed - much of that food has been flavored.
The flavoring industry is the enabler of the food processing business - which depends on it to create a craving for everything from soda pop to chicken soup. It is Willy Wonka and his chocolate factory as a multibillion dollar industry; an industry cloaked in secrecy. But recently Givaudan, the largest flavoring company in the world, allowed us in to see them work their magic.
[Jim Hassel: So definitely an aroma, the mandarin, dancy tangerine. Real mild though. Not in your face.]
These are "super sniffers," "super tasters"...
[Andy Daniher: And more bitter.]
...on the prowl. The special forces - first responders to the call for the next best taste.
[Andy Daniher: The mandarin notes are fantastic.]
They are braving the wilds of a citrus grove in Riverside, California, where Jim Hassel - whose nose and palette are legendary - leads a Givaudan team on a taste safari. Big game hunters in search of the next great taste in soft drinks. Their inspiration? The greatest flavorist of them all: Mother Nature.
Jim Hassel: Seeing everything that's available really just drives the whole creative process.
Morley Safer: Like an artist going to Rome or something?
Hassel: Correct. Correct.
Safer: But the ultimate purpose is to sell more soft drinks or whatever?
Hassel: That's what we're in the business of, selling flavors....
http://www.cbsnews.com/8301-18560_162-57330816/the-flavorists-tweaking-tastes-and-creating-cravings/?tag=currentVideoInfo;videoMetaInfo
Pakistan is one of the top 10 markets outside the United States for PepsiCo, says Qasim Khan, a senior executive in the global food and beverage giant’s management team for Asia.
---------
Somewhat surprisingly for PepsiCo, its biggest brand in Pakistan is not the signature Pepsi cola, but rather Mountain Dew. “Pakistan is the second-largest market in the world for Mountain Dew after the United States,” said Muhammad Khosa, head of corporate affairs at PepsiCo Pakistan.
Pepsi began its operations in Pakistan with carbonated beverages in 1967, and currently has eight bottling franchisees operating throughout the country. In addition to Pepsi and Mountain Dew, they produce 7up and Mirinda in the carbonated beverage category, and Sting in the energy drink segment. Over the past decade, Pepsi has added snack foods and fruit juices to its portfolio of products in Pakistan, which it manufactures primarily out of a factory in Lahore.
The addition of the snack food business – as well as strong growth in its beverage lines – has resulted in PepsiCo becoming the largest food and beverage company in Pakistan. According to sources familiar with the matter, the revenues of PepsiCo Pakistan and its eight bottlers came to a combined Rs82 billion for the financial year ending June 30, 2012, up 19% compared to the previous year.
Growth seems to be moving at breakneck speed in the snack food business, which the company started in 2006. “The Pakistan snack food business was the fastest growing in the Asia Pacific region for PepsiCo last year,” said Khan.
Indeed, growth was so fast that the company’s manufacturing plant for snacks reached its peak production capacity within its first year of operations. The company had initially estimated that it would be able to handle at least three years’ growth: it is now scrambling to add capacity as quickly as possible.
Pakistan’s growing importance for PepsiCo is increasingly being reflected in different ways. A television commercial produced in Pakistan for Mountain Dew is now used worldwide. Pakistani technical staff members are occasionally sent to PepsiCo’s divisions around the world to train others. And the PepsiCo food laboratory in Lahore is now used as one of the main labs for products being tested for the Middle East and Africa.
The company’s business unit, under which Pakistan falls, is headed by Qasim Khan, a 1979 graduate of Hailey College in Lahore. After a brief stint at Procter & Gamble, Khan joined PepsiCo in 1986 and has been with the company ever since; serving in senior positions throughout the world.
----------
PepsiCo and its bottlers combined have over 15,000 employees in Pakistan. And it is among the highest taxpaying entities in the country.
Yet not everything is going well for PepsiCo in Pakistan. The natural gas shortage has meant that gas supply to its captive power generation unit at its manufacturing facility has been cut off, forcing it towards alternative, and more expensive, fuel sources. “The cost savings we had managed in our logistics operations were wiped out by higher energy costs,” said Khan.
Nonetheless, the company plans to continue growing its operations in Pakistan and make it part of the global supply chain. Kurkure, spicy corn-based snack currently available only in India and Pakistan, will soon be exported to Malaysia, Indonesia and Singapore from Pakistan, owing to the fact that the chips produced in Pakistan are already certified ‘halal’.
http://tribune.com.pk/story/493197/food-and-beverages-pakistan-among-pepsicos-top-10-non-us-markets/
Promoting a brand through sponsorship of music, it seems, has become an important marketing strategy for the world’s largest beverages manufacturers, at least in Pakistan. After phenomenal success of Coke Studio, a television music series sponsored by Coca-Cola Pakistan, the archrival PepsiCo has launched its own music show, Pepsi Smash.
The Pakistani subsidiary of the world’s largest beverages company successfully positioned itself as a higher-end aspirational brand through its sponsorship of Coke Studio, now five seasons old. Starting in 2008, the music series helped the company’s flagship soft drink gain a significant market share in Pakistan – the world’s sixth largest consumer market, dominated by market leader PepsiCo.
According to a Wall Street Journal report of July 2010, Pepsi has lost significant market share to Coca-Cola because of the latter’s sponsorship of Coke Studio. As of July 2010, Coke claimed 35% of all cola sales in Pakistan while Pepsi’s market share was 65%, down from a dominant 80% in the 1990s that it mainly gained by sponsoring cricket.
Optimistic about future growth prospects, Coca-Cola announced this March that it would invest $379 million in three new bottling plants – one each in Karachi, Multan and Islamabad – that is in addition to another $172 million investment it announced in 2011.
The expansion plans come on the back of a strong growth in the company’s topline and volumes. Coca-Cola’s Pakistan arm earned over Rs50 billion in revenues for the financial year ending June 30, 2012, a 55% increase when compared with the previous year.
The improvement in distribution system and focus on consumer activation as well as promotion resulted in volume growth of 23% in the year 2012, according to Coca-Cola Içiçek, Turkey-based partner that has a 49% stake in Coca-Cola Beverages Pakistan – the Pakistani subsidiary of the US-based parent company that sells the product.
Coke Studio has helped the company dent Pepsi’s lead in cola wars, however, the latter still remains the largest player in what it sees as one of the top 10 non-US markets in the world.
“It is safe to say that PepsiCo is Pakistan’s most popular cola brand,” Pepsico spokesperson Mohammad Khosa said. The company has a lot of other exciting brands including Mountain Dew, 7Up, Mirinda, Slice, Sting and Aquafina that are doing wonderfully, he said.
Khosa refused to reveal the exact revenue or market share, but sources confirmed that revenues of PepsiCo Pakistan and its eight bottlers stood at a combined Rs82 billion for the financial year ending June 30, 2012, up 19% compared to the previous year.
Coca-Cola declined to comment on Pepsi Smash. Critics, however, see it as a sign of vulnerability of Pepsi’s lead. As opposed to the critics’ view that PepsiCo is copying its rival’s marketing strategy, Khosa said Pepsi Smash was launched to build on the brand’s longstanding association with music....
http://tribune.com.pk/story/552055/coke-and-pepsi-bank-on-showbiz-to-fight-cola-wars/
KARACHI:
As anticipated for long, Burger King is finally coming to Pakistan, most likely in mid-2014, as MCR Pakistan, the franchisee of Pizza Hut in Pakistan, has entered into a master franchise agreement with Burger King Worldwide Inc, The Express Tribune has learnt.
While BK and MCR didn’t disclose the details of the agreement, sources familiar with the matter said that the bidding took place in Dubai a few weeks ago. Three parties, including a Dubai-based investor, participated in the bidding, which went in favour of the MCR Group.
There is not much skilled staff in the market, which may require engaging foreign trainers and the company hasn’t yet identified locations. According to the Dawn ad, BK’s first outlet will be opened in Karachi.
http://tribune.com.pk/story/577335/fast-food-boom-burger-king-finally-comes-to-pakistan/
Related ET story on fast food:
The fast food boom in Pakistan is a really practical example. It was well-received by the local community and now enjoys healthy growth and stellar profitability despite fierce competition.
Introduction of multinational food franchises, initiated in the 1990s, was in the midst of non-existent local fast food restaurants. Today, the trend is spreading fast and the industry experts believe this to be just the beginning for the flourishing industry.
Some reasons for the spectacular rise of the industry are that Pakistani middle-class has welcomed the cuisine due to variety of bargain deals, products, atmosphere, attitude and strict hygiene standards, not to mention more disposable income.
-----------
“It is true that the middle-class is now the priority for many franchisers. At lease for us (McDonalds) the middle-class is the real target as they spend more on fast food of their disposable income,” said Sohail Malik, country manager of McDonalds Pakistan, while speaking to The Express Tribune. “With the introduction of plenty of choices available in the industry, the masses have gained awareness and this awareness is the key to healthy competition, he added.
Marketing is the other key for franchises to grow their respective businesses. Previously amid insignificant competition, the restaurants did not really latch on to the importance of marketing, but it is completely inverse in the present scenario as competition has grown and major international brands such as Hardees Incorporated, Fatburger and Kentucky Fried Chicken already operate in the country.
“Tough competition also proves to be a blessing for the consumers because of the choices and great bargain and promotional deals available,” said Bilal Hanif, a fast food enthusiast.
As far as the growth of the industry is concerned, according to McDonalds Pakistan’s country director, this is just the beginning...
http://tribune.com.pk/story/576600/fast-food-industry-competition-helps-middle-class-contribute-to-growth/
http://www.forbes.com/sites/sonyarehman/2017/02/05/a-platform-for-new-music-talent-in-pakistan/#7c06ad5b6838
Pakistan’s largest music streaming site, Patari, recently launched Patari Tabeer, a project that has stirred up the local music scene thanks to its unique line-up of artists from Islamabad to Sindh, and beyond.
With its sixth and final song soon-to-be released, the project brings unexposed talent from humble backgrounds to centre stage: a tea-seller, a cleaner, a 12-year-old peon and more, pairing up each artist with a well-known music producer.
Far from the mainstream pop ditties and Bollywood-inspired numbers, the tracks part of the Tabeer series offer the listener earthy, unpretentious vocals paired with a contemporary sound: funk, downtempo and chill-hop lounge.
Speaking about the project, Ahmer Naqvi, the COO of Patari, revealed that Tabeer was inspired by a man called Nazar Gill, a sweeper who made a living working in an apartment building in Islamabad where Naqvi lived.
Approaching Naqvi one day by knocking on his door and asking him if he could give Gill’s song a listen, Tabeer was ultimately created to give unknown talents like Gill a chance at music and a chance at a lifelong dream.
“We thought of taking his ambition and talent and pairing him with a contemporary producer in order to let his voice be heard at a grander stage,” Naqvi states about Gill, “He composed a song about finding the Divine inside every heart, and on Christmas Day, we went to [his village near Faisalabad] and filmed [him and his family] hearing the finished product for the first time.”
The experience, Naqvi mentions, left him moved.
Talking about his song, ‘Jugni,’ which features as the fourth track on Tabeer’s playlist, Gill states in the project’s video; “What I am trying to say in [the] song is that when we love, we should love from the heart. Love shouldn’t be about empty words, it should be true,” adding that he hopes the “whole world” gets a chance to hear his song.
“[Gill] was our starting point, but every singer's discovery was different,” Naqvi says, talking about how he and his team went about in selecting artists for the project. “There wasn't any one process, just the same goal - to unearth a hidden gem from the places no one bothers to look at.”
But what comes after the last song is released, what’s next for Tabeer’s artists?
“There has been a lot of interest by the media, but generally in Pakistan, this is hype-driven and fades fast,” Naqvi states, “Our aim is to help each artist record at least one more song, and start getting them performances and gigs so that they can earn. We don't expect them to become superstars, and certainly not overnight, because that doesn't quite happen in our current state. So what we are looking to do is to create something more sustainable for them.”
With plans to launch similar initiatives which continue to highlight raw talent in Pakistan, Naqvi mentions that this isn’t the end of the Tabeer series.
At the 12 season mark, Coke Studio Pakistan is among the longest running branded content initiatives. Why do you believe it has done so well there?
“At the time the show began in 2007, the people of Pakistan needed something that spoke to how rich, diverse and progressive their culture was; a narrative that was not really being picked up.
“In addition, there were a lot of societal divides between the rich, poor, old and young.
“Coke Studio was not about delivering the next top 10 hit, but creating music that meant something. So when a young person heard the song, he would want to share it because it said something about how he feels.
“When you make just a good song, you are competing with international music, Bollywood and a lot more – and Pakistan does that too, since digital makes music easily available.
“But for Coke Studio to have thrived for as long as it has, it needed an angle that no other music had. To look at it only as a music show is where any other market will struggle.”
How do you keep that angle alive?
“The most important element is contextual relevance. Every year, we tell stories that are relevant at that point of time.
“To have transgendered artists on Coke Studio 12 years ago – for instance – would have been something interesting. But it probably would not have got picked up as well as it did recently, at a time when this has become a more pertinent topic.
“Similarly, when terrorism was at its peak, Coke Studio was producing songs like Aye Rah-e-Haq ke Shaheedo [Martyrs of the Righteous Path].
The show addresses and echoes in real time, the constantly evolving sentiment of the country. It is not just about being happy or sad. Artists and genres come and go but it is the stories that go on forever. ”
In what other markets has this approach worked?
“The core or DNA is to be in touch with the pulse of what young people feel. The manifestation is different since the problems of Pakistan may be very different from those of India or the Philippines.
“So the music is different but at the heart of it its an asset activated with the youth and that’s why it is so relevant.
“Coke has always had a purpose. From the days of Hilltop to Mean Joe Green where you saw inclusion in terms of colour.
“The thing is Coke is a brand that is brave enough to have a point of view. That makes it easy to have marketing programmes that speak to inclusiveness and embrace diversity.”
https://www.theguardian.com/music/2021/jul/12/there-is-no-fear-how-a-cold-war-tour-inspired-pakistans-progressive-jazz-scene
A producer such as M Ashraf composed 2,800 film tracks in over 400 films across his 45-year career, aiding the careers of Pakistani singers such as Noor Jehan and Nahid Akhtar who would become some of the country’s most beloved singers. “An independent music space didn’t exist like it does now; radio was sticking to a more patriotic agenda and labels were limited in what they would champion,” explains musician and ethnomusicologist Natasha Noorani. “So, film is what you would rely on to see the deeper side of Pakistan’s culture. You could experiment with film, and that’s where the craziest records would come from” – ones where jazz clashed with pop, psychedelia and more.
The Lahore-based Tafo Brothers brought an entirely fresh dimension to Pakistan’s film music in the 70s, incorporating drum machines, analogue synths and fuzz pedals over the jazz infrastructure, allowing a more electronic, dancefloor-inclined energy to emerge. However, Pakistan’s cultural momentum stagnated in 1977 when military dictator Zia-ul-Haq seized power, and saw cinema, provoking different ideas and thoughts within the population, as a threat. Censorship laws curtailed creative independence. “If you study south Asian culture, the minute film is doing well, then your music industry is doing well too,” Noorani says. “By the late 70s, film began to be doing terribly and that was the moment the music industry collapsed.”
Session musicians and jazz players fell into unemployment and poverty, and gradually lost respect in a society where the creative arts were not a desirable field to work in. This had a damaging impact on the families who had preserved certain instruments for centuries, through a social system called gharānā. Suddenly, the attitudes towards some of the most historically respected figures in Pakistani society had completely shifted, and parents were contemplating whether or not to teach their children the instruments that had been the pillar of their family’s story.
Zohaib Hassan Khan is a member of one of Pakistan’s most esteemed sarangi-playing families from the Amritsar gharānā, which had been passing the instrument down each generation since the early 1700s. Khan is now continuing the tradition in the superb Pakistani jazz quartet Jaubi, part of a tiny yet imaginative new generation that also includes artists such as Red Blood Cat and VIP.
---------------
It was the same in 1956, when Dizzy Gillespie also appreciated the freedom within the rules. He spent afternoons between performances jamming with locals and street performers, trying to understand their musical approach, resulting in the track Rio Pakistan released the following year. It is arguably the first raga to be incorporated into American jazz, unfolding over 11 and a half minutes as Gillespie’s trumpet combines with the violin of Stuff Smith, combusting in a unique track that is noticeably limited in its melodic range.
The fearlessness of Khan, Baqar and Tenderlonious in working with their opposing approaches has resulted in similarly groundbreaking music: merging without ego or hierarchy, aided by the magic of improvisation, appreciating both rules and fluidity. It is the same approach that Gillespie took, and that Davis exemplified so boldly, incorporating Badal Roy’s tabla, an instrument known for its strictness, into an experimental free jazz album. Pakistan’s jazz players show that at a time when so many are conscious of what separates us, music can find a common ground in that very difference. As Roy puts it: “Our musical languages are different, but with patience, we learned to understand each other. That is when the real magic occurred.”
Health experts in Pakistan have expressed grave concerns over surging cases of diabetes in the South Asian nation, warning that the situation could spiral out of control if the government fails to take immediate action.
A recent report from the International Diabetic Federation (IDF) ranking the world's top countries for number of adults (20–79 years) with diabetes in 2021 has put Pakistan in third place with a total of 33 million, after China and India.
The IDF ranked Pakistan first place for having the highest comparative diabetes prevalence rate in 2021 at 30.8%, followed by French Polynesia (25.2%) and Kuwait (24.9%).
Pakistan is also the country with the highest proportion of deaths under the age of 60 due to diabetes, with 35.5%
The IDF found that a further 11 million adults in Pakistan have Impaired Glucose Tolerance (IGT), which puts them at higher risk of developing type-2 diabetes.
The report noted that more than a quarter (26.9%) of adults living with diabetes in Pakistan are undiagnosed.
The findings made headlines across Pakistani media. Health experts have called on the government to inject more funds into its national health budget to combat the problem.
------------
The Pakistani government is paying attention to the diabetes health crisis, reassures Senator Sana Jamali, a member of the Senate National Health Services, Regulations and Coordination Committee. Islamabad is making efforts to tackle the problem, Jamali told DW.
"The prime minister has recently launched health insurance cards in Punjab, which will go a long way in reducing diabetic cases besides making treatment easy for poor people," she said.
But according to Jamali, the government cannot solve the country's health problem alone.
"Unless people change their lifestyle and dietary habits, this problem will continue to haunt us and millions of more people will suffer from it," she maintained, adding that more awareness of the disease needs to be raised nationwide.
If you're Coke Studio Pakistan aficionados, we come bearing good news for you! Your favourite music franchise has partnered up with Spotify, making it easier to listen to your favourite songs from all seasons, whether you're a Free or Premium user on the audio streaming service.
Spotify — a popular global audio streaming subscription service — is now the official music streaming partner of Coke Studio Pakistan. Coke Studio's artists will now have a place to share their music with millions of users on Spotify in and beyond Pakistan.
Starting today (Jan 12), users will be able to songs from all seasons, available for Spotify's Free and Premium users on their mobile and desktop apps. For now, the destination for season 14 on Spotify is only available in the United Kingdom, United States, Bangladesh, Sri Lanka, India, Japan, UAE, and Saudi Arabia. In Pakistan, the season is set to air on January 14 on television channels.
There are also a myriad of playlists on Spotify you can start listening to right away, playlists like Coke Studio Pakistan, Women of Coke Studio Pakistan, Best of: Coke Studio Sufi and many more
Coke Studio released the official trailer for Coke Studio Season 14 on January 9, teasing a a mad line-up of music grandmasters and Gen Z soloists with a promise to revolutionise the music platform. The trailer unveils returning favourites like Abida Parveen, Atif Aslam and Ali Sethi, as well as new kids on the Coke Studio block Hasan Raheem, Young Stunners and Faris Shafi. You'll also catch a glimpse of Grammy nominated artist Arooj Aftab in the trailer!
The roster also includes artists Meesha Shafi, Momina Mustehsan, Quratulain Balouch, Zain-Zohaib, Karakoram, Eva B, Abdul Wahab Bugti, Abdullah Siddiqui and Talal Qureshi amongst many others. Twenty-year-old electro-pop prodigy Siddiqui — who wowed us by making it to the Forbes 30 under 30 list in 2021 — announced that he worked as an associate producer for Coke Studio as well.
The 14-year-old music platform promises a "new vibe" in its latest season, conscious of the kind of music listeners crave in 2022 -— music that is "direct and uncensored, the way creators intended it to be".
https://newsroom.spotify.com/2022-03-23/spotify-pakistan-partnered-with-coke-studio-this-season-to-amplify-artists-in-the-region-and-beyond/
When Spotify launched in Pakistan at the start of 2021, we instantly encountered the presence of a fellow powerhouse in music and media: Coke Studio. Since the television show’s premiere in 2008, it has become the longest-running music franchise in Pakistan. Coke Studio’s unique format features in-studio collaborations with both music legends and industry newcomers. And since Coke Studio was already a household name across the South Asian diaspora, both Spotify and Coca-Cola Pakistan (which produces the show) saw that partnering up for Season 14 had the potential to bring generations of Pakistani music to an even larger audience around the world.
“While Coke Studio has been producing music for years, it presented a new vision for 2022, which matched Spotify’s mission to unlock the massive potential of creators and music across Pakistan,” said Khan FM, Head of Artist and Label Partnerships in Pakistan. “At Spotify, we’re proud of our global reach in music, so it made absolute sense for the ‘Sound of the Nation’—Coke Studio’s tagline—to be heard all around the world.”
This season, Coke Studio introduced fans to 13 new songs with contributions from more than 30 artists. And following this week’s season finale, they can all be found on Spotify’s Coke Studio: Pakistan hub.
Beyond the new tracks from Season 14, Coke Studio: Pakistan also gives fans access to all the hits from previous seasons. And listeners who want to dig deeper into the Coke Studio discography can find curated playlists like This is: Coke Studio Pakistan, Women of: Coke Studio Pakistan, Best of: Coke Studio Fusion, Best of: Coke Studio Sufi, Best of: Coke Studio Pakistan, and more. The hub is a destination for artists to share their music with Spotify’s 406 million listeners, many of whom can be found in the U.S., the U.K., Bangladesh, Sri Lanka, India, Japan, the United Arab Emirates, and Saudi Arabia.
---------------
For 2022, the most exciting duo was for the first single, “Tu Jhoom,” which brought together the living legend Abida Parveen with Naseebo Lal. The song resonated across South Asia and eventually the world, becoming one of the most sought-after releases from Coke Studio.
A fan-favorite would be Ali Sethi’s “Pasoori,” which not only introduced the audiences to a new artist—Shae Gill—but also became one of the most-streamed tracks on Spotify’s global charts. Lastly, another favorite would be “Mehram,” a slow ballad of sorts that brings together Asfar Hussain (lead vocalist from the band Bayaan) and two-time Grammy nominee Arooj Aftab, who is also the EQUAL Ambassador of the Month for Spotify Pakistan this March.
https://newsroom.spotify.com/2023-04-06/spotify-turns-up-the-volume-in-pakistan-with-events-and-music-campaigns/
Two years ago, we introduced Spotify to listeners in Pakistan. Since the launch, we’ve worked with the country’s artists to expand their reach and share their music with new fans worldwide—and now we’re taking things to a new level.
March marked the first anniversary of our EQUAL women’s empowerment program in Pakistan, with singer Tina Sani as the Ambassador of the Month. RADAR, which highlights emerging artists from all around the world, also recently made its debut in Pakistan, featuring Taha G up first. He’s at the top of the RADAR Pakistan playlist, and Spotify worked with the singer to create a mini-documentary that spotlights his life and career.
In addition to bringing these programs to the region, we’re finding unique ways—from Masterclasses to cricket campaigns to local playlists—to connect with artists.
Lending artists support with a Masterclass in Lahore
Our music industry experts were ready to share their knowledge during a Spotify for Artists Masterclass event in Lahore, PK. “We hosted at the historical Haveli Barood Khana mansion, and used this opportunity to educate and share information on music streaming trends and new product features with the burgeoning music industry in the region,” shared Khan FM, Artist and Label Partnerships Manager for Pakistan, Sri Lanka, and Bangladesh. Renowned Coke Studio music producer, curator and artist Zulfiqar Jabbar Khan shared his perspective on the Pakistani music industry with an audience that included more than 150 artists and their teams.
Spotify gets in the cricket spirit
“Cricket is huge in Pakistan, and Spotify highlighted the nation’s love for the game by launching a cricket marketing campaign and digging into the data* of the popular Cricket Fever playlist,” shared Talha Hashim, Marketing Manager for Pakistan, Sri Lanka, and Bangladesh. The curated collection has seen a staggering 611% increase in streams since the beginning of Pakistan Super League 08 (PSL) this year. Among other trends, we noticed:
Karachi is the top city streaming the playlist.
Tuesdays and evenings are when the playlist sees the most streams.
Top songs include “Groove Mera – Pakistan Super League” by Aima Baig, Naseebo Lal, and Young Stunners and “Agay Dekh (Pakistan Super League)” by Atif Aslam and Aima Baig.
Celebrating local artists with Pakka Hit Hai
The Pakka Hit Hai playlist is the go-to Spotify destination for Pakistan’s top hits. “The playlist first launched in 2022 and has seen incredible growth and popularity since its inception. To celebrate, Spotify partnered with COLABS for a concert series called Pakka Hit Hai Live,” said Rutaba Yaqub, Senior Editor for Pakistan, Sri Lanka, and Bangladesh. The first show featured Fresh Finds success Abdul Hannan and Taha G, two of the best-performing artists on the playlist. Bringing the playlist to more fans through live events is one way we’re expanding its reach.
https://www.aljazeera.com/news/2023/4/18/pakistani-singer-ali-sethi-wows-coachella-crowd-with-pasoori
The Punjabi track was 2022’s most-searched song on Google and has surpassed half a billion views on YouTube.
A tale of forbidden love with an infectious hook, Ali Sethi’s song Pasoori has become an international phenomenon, fusing poetic tradition with global beats to fuel the rise of the Pakistani singer’s star.
The Punjabi track whose title roughly translates to “difficult mess” was 2022’s most-searched song on Google and has surpassed half a billion views on YouTube, offering a melodic metaphor for conflict between India and Pakistan in the form of an impassioned love song with an eminently danceable flow.
The song’s origins stem from when Sethi was asked to pen a song for the popular Pakistani television programme Coke Studio, which occurred just after an experience where an Indian broadcaster had pulled out of a creative partnership because the 38-year-old is Pakistani.
“You’re a Pakistani, and India and Pakistan are at war, and now we can’t really put up a billboard saying we are working with you because extremists will set fire to our building,” the singer recalls being told.
“As a Pakistani, I have grown up with that… ‘Oh you can’t do this because it’s prohibited, yada yada.'”
‘All true love is prohibited’
The experience got his creative wheels turning. “Of course, the theme of prohibition is such an eternal theme in South Asian love songs – all true love is prohibited,” he told the AFP news agency following an electrifying party of a performance on Sunday at the Coachella music festival in the United States, a cherry on top of his remarkable year.
“So I wanted to write a song that was sort of a flower bomb hurled at nationalism and heteropatriarchy,” Sethi continued, wearing a wide-brimmed hat and black button-up with colourful embroidery alluding to styles of the American southwest. “With all the fun innuendos and all this camp energy.”
Sethi says he drew on Punjabi folk songs of his youth, imbuing the lyrics with puns and double entendres, “a nice way to slip in and subvert orthodox views without really appearing to be out beyond the veil”.
He performs the track with Shae Gill, a singer born to a Christian family in Lahore.
Sethi was “astounded” by the global response to the song, which has the improvisational framework of a traditional South Asian “raga” mixed with the region’s contemporary sounds, along with Turkish strings, flamenco-style claps and the four-four Latino reggaeton beats keeping rhythm for much of today’s reigning pop.
Faseeh Mangi
@FaseehMangi
Coca Cola has seen 13% volume growth in Pakistan despite ongoing macro challenges and sky-high inflation during the first quarter
https://twitter.com/FaseehMangi/status/1680929715962675205?s=20
https://profit.pakistantoday.com.pk/2024/05/13/in-the-ever-raging-battle-between-coca-cola-and-pepsico-sting-is-king/
There has been a major change in Pakistan’s carbonated drinks industry. In the year 2023, Coca-Cola was the most-sold carbonated drink in the country. Just over 451 million litres of Coke were sold in the last calendar year.
This beat out Pepsi, once the biggest carbonated drink in Pakistan, which sold just over 372 million litres in 2023. This is seemingly a major shift in consumer preference. Besides the flagship products, Coca Cola also had the bigger share of the overall carbonated drinks market.
Of the overall 1.33 billion litres of carbonated drinks sold in Pakistan last year, including all of the other brands these two companies operate such as 7Up and Sprite, Coke Pakistan had a market share of 42.7%, while Pepsico was close behind with 39.8%.
But even though Coke Pakistan technically has more sales than Pepsico in the carbonate beverages department, Pepsico is well ahead of Coke off the back of one single product.
Pepsico launched the iconic energy drink in Pakistan back in 2010. Since it is considered an energy drink, or a “stimulant drink” as it is legally labelled in Punjab, it falls under a separate category of product entirely. Over the years it has become abundantly clear that Sting’s competition is not Redbull or other canned energy drinks with ginseng (the product present in most energy drinks), but rather Coca Cola and Pepsi.
In the 14 years since it has been around, Sting has become the fourth largest drink in Pakistan after Coca Cola, Pepsi and 7Up. And it is fast catching up with 7Up. This means it sells more than Sprite, Mirinda, Mountain Dew, and Fanta. In fact, according to the sales numbers available for 2023, Sting has sold more litres than Mountain Dew and Fanta combined.
This is all despite the fact that Sting does not (yet) come in packaging of over 500ml. Currently, this 500ml litre bottle of Sting costs Rs 100. Its competitors like Fanta, Mountain Dew, Sprite, 7Up all come in packaging of 1 litre, 1.5 litre, and in some cases even 2.25 litres and are cheaper per litre in larger packaging. These drinks are also more in demand because they are served at weddings, corporate events, and other such gatherings. Sting is not a drink of choice for such occasions.
This presents us with a unique situation. It means Sting, despite billing itself as an energy drink, is directly in competition with carbonated drinks such as Coca Cola and Pepsi. Whatever it may claim, Sting also looks, tastes, and behaves more like a carbonated drink than an energy drink. But food and health authorities treat it as an energy drink, which can often mean regulatory scrutiny. But it seems the marketing benefit of Sting being labelled an energy drink is well worth it to Pepsico. After all, it is keeping them ahead of the competition.
So how do we get to the bottom of the Sting miracle? Easy, we start at the beginning and move on to the numbers.
Fizzy fights
There isn’t really any major competition to Coca Cola and Pepsi. Sure, there are a few anomalies in the world where local brands compete with the two multinationals. In fact, Peru is possibly the only country in the world where a local soda seller, Inca Cola, outsells both Coca Cola and Pepsi. But these are all outliers. Everywhere in the world the market for carbonated drinks is almost evenly split between these two Global Giants.
Pakistan is no exception. Coca Cola first hit the Pakistani market way back in 1953. Pepsi followed not long after. The logic from the global headquarters of both Coke and Pepsico is simple. Since they are each other’s eternal competition, wherever one goes the other follows. Whatever pricing strategy one follows the other copies. However much one spends on marketing, the other tries to one-up. Wherever there is Coca Cola, there must be Pepsi.