Coke Studio Bharat’s ‘Taqdeer’ brings alive the age-old art form “Bait Bazi”

Coke Studio with its phenomenal success as a music platform with different genres of music in various languages, continues to celebrate talented & emerging artists with the launch of Coke Studio Bharat & Coke Studio Tamil in India, this year.

Witnessing an overwhelming response to the launch, Coke Studio Bharat is driving a creative season with an amalgamation of over 50 artists from across the country who have come together to create over 10 memorable tracks celebrating the roots of Bharat.

‘Taqdeer’ the latest song from Coke Studio Bharat, brings alive the romance of the iconic Heer Ranjha and allure of those ‘sarson ke khet’ with a blend of nostalgia and the age-old art form of ‘bait bazi’ deftly woven together with powerful Punjabi beats. With his distinct style, music producer-composer Donn Bhat breathes life into every single note of this soul stirring composition. Singer-songwriter Rashmeet Kaur leads the collective with her acoustic effects that set the tone while Sakur Khan, with his poetic excellence defines the mood and elevates the musical experience. Rapper, songwriter, and producer Prabh Deep injects the song with his energy and adds a distinct freshness to it.

Post the resounding success of the debut song ‘Udja,' which garnered close to 45 million views on YouTube, and immense appreciation for the second celebratory track ‘Holi Re Rasiya,’ with over 35 million views on YouTube so far, Coke Studio Bharat, releases its new soul stirring rendition - 'Taqdeer'.

This beautiful composition weaves together the romance and playfulness of a lovers' quarrel. With impactful lyrics that capture the myriad of emotions experienced by those deep in love, and the heartwarming vocals that pierce right through one’s soul, ‘Taqdeer’ is a unique musical journey into the labyrinth of human emotions centered around the power of love.

Ankur Tewari, the award-winning musician and acclaimed songwriter, weaves his curatorial skills into the track with his incomparable magic. “I am very excited for ‘Taqdeer’, I think we have a great song that captures the profound feeling of a struggle with one’s own thinking. While curating the song we used the poetic rhyme scheme of bait bazi as with Coke Studio Bharat we wish to take our folk traditions and culture to the younger generation and enthrall the global audience with the richness of Indian music.”

Speaking about the launch and the feelings the song bought out while creating it, rapper Prabh Deep stated, “It has been a journey of self-discovery of elucidating emotions, and these nuances have been taken from the simple yet complex realms of nature. It has been an enriching experience to collaborate with some of the finest people in the industry and to curate a song we all yearn to become the next biggest soulful music the listeners wanted.”

Rashmeet Kaur added, “This is a very beautiful song that showcases a story of lovers who are destined to be together yet quarrel and blame one another, in a beautiful poetic banter form which I believe is a very relatable emotion in one’s life. This is a song that is very close to my heart as I am also singing Bulleh Shah's poem and I hope it delivers its magic to everyone listening to it.”

Donn Bhat stated, “The journey of a song is a milestone in itself as it oscillates and ticks every landmark it can.  Taqdeer as we call it - destiny, is a beautiful connotation that enveloped us in a myriad of emotions, and we now give this song as an offering to the destiny to let it shine. ‘Taqdeer’ is a representation of a poetic rhyme scheme of bait bazi which is a conversational format of poetry, and I truly appreciate the efforts of everyone involved in bringing this to fruition.”

Adding to this, Sakur Khan states, “There is a constant conflict between destiny and the two lovers and the essence is what beautifies the relationship. There is peace, quarrel, negotiation, and compromise. We wanted to encapsulate all these emotions as the two destined lovers experience the various facets of their relationship. It has truly been a journey and we do hope the audience likes it as much as we did.”

Arnab Roy, Vice President, Marketing Coca-Cola - India and Southwest Asia said, “Coke Studio Bharat connects the truly distinct cultural dots of various regions in the country with artists whose music is defined by their roots. Every song release is bringing in new energy, raising the bar higher than before, leaving music lovers in awe of the country’s artists and their unparalleled talents. We hope to take the listeners through a musical story-telling experience with the launch of ‘Taqdeer’. “

Coca-Cola has partnered with Universal Music India (UMI) as executive producers for the launch of Coke Studio Bharat. Every track from Coke Studio Bharat appeals to the mindset of the younger generation, on the one hand helping them connect with their roots, and on the other hand coupling it with sounds, notes, and musical genres that are familiar to them.

You are invited to tune into Coke Studio Bharat, available across all audio OTT platforms including Spotify, Gaana, Saavn, Wynk Music, and Audible worldwide, with distribution managed by UMI.