Featuring a stellar ensemble of 26 world renowned artists, the essence of this folk track lies in its celebratory nature playful banter
Coke Studio Bharat proudly announces the release of Leta Jaijo Re, a musical journey from the dunes of Rajasthan with Shashwat Sachdev, Sunidhi Chauhan, The Manganiyar community, and the Kawa Brass Band. This ensemble of 26 artists revives timeless melodies celebrating Rajasthan’s cultural heritage.
A legacy song of the Manganiyar community, Coke Studio Bharat’s rendition of Leta Jaijo Re merges two iconic Rajasthani folk songs to celebrate the rich heritage. Passed down through generations, this beloved melody captures the playful bond between a couple while reflecting long-established customs. By honoring its essence of festivity, Coke Studio Bharat aims to introduce this cultural treasure to a national audience.
Embracing a global soundscape, Leta Jaijo Re reinterprets a traditional song through a contemporary lens, aligning with Coke Studio Bharat’s core pillar of cultural storytelling.This reimagined folk song honors the state’s traditions while embracing modern sensibilities. The song’s festive theme is inspired by Rajasthan’s cultural diversity, vibrant costumes, distinctive music, and dance forms. Leta Jaijo Re is set against the backdrop of a palatial haveli while celebrating the region’s unmatched royalty and creates an atmosphere that echoes the energetic pulse of Rajasthan.The video includes subtle nods to the state’s rich heritage, such as Rajasthani fabric based camel art and the symbolic handkerchief, which represents tradition and personal choice within the narrative.
The music video for Leta Jaijo Re captures the essence and energy of a performance that pays homage to Rajasthan’s cultural heritage. National award-winning composer and producer, Shashwat Sachdev orchestrates the symphony, blending traditional and modern sounds to create a unique musical experience. Sunidhi Chauhan, with her powerful voice and commanding stage presence mesmerizes. The Kawa Brass Band’s spirited procession and the Manganiyars’ powerful performances create an audio-visual spectacle that is both timeless and contemporary. The set design incorporates elements such as Soof embroidery, terracotta wall colors, frescos, and traditional flooring patterns.
Commenting on the song launch, Kaushik Prasad, Senior Director, Marketing for Coca-Cola category at The Coca-Cola Company’s India and Southwest Asia Operating Unit expressed, “We are grateful to the talented artists who have brought new life to the classic Rajasthani folk song ‘Leta Jaijo Re’ for Coke Studio Bharat. Their dedication has created a powerful tribute to Rajasthan’s rich cultural heritage. We invite new listeners to check out this song & many more on the platform.”
Shashwat Sachdev also shares his experience while shooting the song,”I am honored to present Leta Jaijo Re and to work with my Childhood hero Sunidhi Chauhan and my musician friends. This song is a beautiful blend of my childhood memories and of Rajasthan’s rich musical heritage through contemporary sounds. Our aim was to create something that resonates with audiences today while paying tribute to my own heritage, my journey and timeless traditions of the Manganiyar community and the legacy of Indian music.”
Listeners can tune into Coke Studio Bharat across all audio OTT platforms including Spotify, Gaana, Saavn, Wynk Music etc. with creation & distribution managed by UMI. UMI has collaborated with Colosceum Media for video production, breathing life into Ankur Tewari’s vision.
Coke Studio Bharat Season 2 redefines the musical experience, pioneering in visual storytelling, the season aims to captivate and expand its narrative reach. Celebrating India’s musical diversity, the season is curated with a Gen Z focus on emotions—happiness, sadness, and the fast-paced nature of life. Led by creative architect Ankur Tewari, the stellar team includes renowned lyricists Swanand Kirkire and Kausar Munir, alongside award-winning sound engineer and music producer KJ Singh.
