iWorld
Coke Studio Bharat unveils Season 4 artist line-up, Rekha Bhardwaj, Aditya Rikhari to lead
New season blends folk roots and modern voices in rich musical mix
MUMBAI: Coke Studio Bharat is tuning up for its fourth outing, unveiling a diverse artist line-up that promises to strike a chord between tradition and today.
After three seasons of blending regional sounds with contemporary flair, the platform returns with Season 4, opening with ‘The List’ that introduces a vibrant mix of voices from across the country. Among those taking centre stage are Rekha Bhardwaj, Aditya Rikhari, Kutle Khan, Faheem Abdullah, Arsalan Nizami, Mame Khan and Mohammad Faiz, alongside a host of emerging and established names.
If the previous season leaned into poetic revival and festive anthems, this edition dives deeper, weaving stories of devotion, longing and memory through India’s rich musical landscape. From Rajasthani folk and Punjabi Sufi traditions to Kashmiri storytelling and urban love ballads, the new season stretches across regions and emotions with equal ease.
Rekha Bhardwaj said, “Every generation rediscovers its roots in its own way. Coke Studio Bharat creates a space where tradition can evolve without losing its soul.”
Aditya Rikhari said, “My music has always been personal. This platform allows that intimacy to grow while reaching a much wider audience.”
Faheem Abdullah said, “Music carries memory and identity. Being part of this platform lets me bring my Kashmiri storytelling to a national stage.”
Backed by Coca-Cola India and in collaboration with Universal Music Group, the platform continues to position itself as a meeting ground for heritage and experimentation.
Coca-Cola India and Southwest Asia IMX lead Shantanu Gangane said, “Coke Studio Bharat brings together folk traditions and contemporary voices, creating a powerful cultural narrative at scale.”
Universal Music Group chairman & CEO, India & South Asia, & senior vice president of strategy for AMeA Devraj Sanyal said, “The platform reflects the kind of creative ecosystem India needs, one that honours regional depth while building globally relevant sound.”
With fresh collaborations, unexpected pairings and stories rooted in place yet ready to travel, Season 4 looks set to turn up the volume on India’s many musical voices, one track at a time.
iWorld
Instagram introduces in-video shopping via Reels in India
New features let users discover and buy products directly within videos
MUMBAI: Instagram has rolled out a major upgrade to its shopping ecosystem in India, positioning Reels as a central hub for product discovery and purchase, as the platform doubles down on the fast-growing social commerce trend.
The update, introduced by parent company Meta, enables users to shop directly from short-form videos through integrated product tags and affiliate links. The move significantly reduces the gap between discovery and purchase, shifting away from older workarounds such as “link in bio” towards a more seamless, in-video experience.
Under the new system, users can tap on a “View Products” prompt within a Reel to access product details, pricing and purchase options. While transactions are completed on the seller’s website rather than within the app, the transition is designed to be quick and frictionless.
A key feature of the rollout is the expansion of affiliate commerce. More than five million creators in India can now add trackable product links to their Reels, earning commissions that typically range between 3 and 15 per cent per sale. This opens up new revenue streams, particularly for smaller creators who are increasingly influencing purchase decisions.
The development reflects a broader shift in how Indian consumers shop online. Unlike traditional digital advertising, purchase decisions are often driven by trust and relatability, with users preferring to see products in real-life scenarios such as fashion styling or tech demonstrations.
The platform’s updated algorithm also leans into this behaviour, prioritising content based on shopping intent rather than just follower networks. This means users are more likely to see product-led Reels tailored to their browsing and buying patterns.
For businesses and creators, the system requires a professional account and a synced product catalogue via Facebook Business Suite. Currently, only physical goods are eligible for tagging, keeping the focus on tangible, shippable products.
The rise of shoppable Reels also highlights intensifying competition in the space. Instagram is effectively countering similar commerce integrations from YouTube, while also responding to the growing use of WhatsApp Business for direct-to-consumer sales in India.
At the same time, the platform has introduced AI-led moderation to ensure product authenticity and reduce the risk of misleading listings, aiming to build greater trust within its marketplace ecosystem.
As social commerce continues to evolve, Instagram’s latest push signals a clear direction of travel. Shopping is no longer a separate activity but part of the scroll itself, where inspiration, influence and instant purchase now sit side by side.
