Coca-Cola India unveiled the "Burn Mix CD'

India has immense music talent ' that's a proven fact. Internationally, music aficionados swear by the beauty and depth of Indian music in different forms that it exists. Music is almost a religion with us ' Indians that is. Every ' and I mean it ' Indian has music flowing in her/his veins. Don't you hum along a nice tune when you hear one while walking down the alley? Don't you try and do your bit of bathroom singing? I know you do. I am not saying that every individual is musically good, no ' but they are musically inclined for sure. Essentially, there is a music lover inside every one of us.

And now imagine, in a country with more than a billion people, and every single person being musically inclined, just how many of them would be great musicians? Phew, I can hardly even guess how big the number would be!

With the gradual arrival of various western forms of music like pop, grunge, rock, metal, electronic and trance in India, and inclination of youth towards such music types, it wasn't long before we had some individuals specialising in the mentioned forms of music. There are rock bands, DJs churning out psychedelic electronic numbers, and teenage girls going mad doing their pop-diva act.

Such kind of music affairs can be seen in nightclubs and lounge parties. And at such places, there's lot of drinking that happens. So it was an ideal setting for Coca Cola to come up with something sweeping. And here we have it!

Coca Cola has designed a promotional activity for its energy drink, Burn. No, it's not a drinking competition; in fact this promotional activity is of a musical kind. Internationally acclaimed DJ Sasha is here in India for a three-city musical tour.

Rewind to a few days back. As a part of the Burn-DJ Sasha tour, Burn Mix, a one-of-a-kind online consumer engagement initiative was conceptualized and rolled out to provide young musicians with an opportunity to showcase their creativity and talent.

Those interested were required to log on to www.burnsashatour.com between 19th April"10 to 2nd May"10 and upload an originally composed electronic music track in mp3 format. Finally, after a round of careful selection, nine winning tracks by 7 DJs were chosen through online voting and then compiled into a limited edition, Burn Mix CD.

At a special unveil ceremony, DJ Sasha along with Ricardo Fort, Vice-President Marketing, Coca-Cola India unveiled the "Burn Mix CD' ' a compilation of the originally composed electronic music tracks by music enthusiasts. DJ Sahej Bakshi, one of the budding DJ's featured in the Burn Mix CD, was also present at the launch.

This special initiative was rolled out to connect with over 10,000 youngsters from the DJ and music community, who are trend setting, socially active and adventurous young adults who sport the right zeal and attitude to reach out to newer heights.

Speaking at the launch of the Burn MIX CD, DJ Sasha said, "I am excited to be in India as part of the Burn DJ Sasha tour being sponsored by Burn - Energy Drink organized across Delhi, Mumbai and Bangalore. All these 3 cities are now globally known for their trend setting, adventurous and socially active night life. I look forward to a great tour ahead".

DJ Sasha will enthrall music lovers by playing some of his biggest hits in the electronic genre. DJ Sasha started his tour at F Bar, Delhi on 5th May'10 and will follow this with Blue Frog, Mumbai on 6th May"10, and will wrap the three-city tour at E Zone, Bangalore on 7th May"10.

According to Ricardo Fort, VP- Marketing, Coca-Cola India, "Burn is The Coca-Cola Company's globally successful premium energy drink. It is always on the look out for opportunities to leverage the music and fashion platforms. The roll out of the Burn Mix and the three city, Burn DJ Sasha Tour is a part of the same endeavour. This latest initiative has been designed for Burn to connect and engage with the socially active and adventurous young adults. Additionally, the launch of the Burn Mix CD has also brought into prominence some of the most promising DJing talent within the country. I am confident that this entire initiative will find a special appeal amongst all the trendy and socially active young adults".

Adgully congratulates the winners and thanks DJ Sasha for a truly fascinating performance.