Coca-Cola has created a remarkable cultural and sporting spectacle in India by bringing the prestigious FIFA World Cup™ Original Trophy back to the country after a gap of twelve long years. This grand return was beautifully intertwined with the debut of Coke Studio Bharat Live, transforming digital music sensations into an electrifying on-ground experience that captivated audiences in both Delhi and Guwahati.
The Glorious Return of Football's Ultimate Prize
The FIFA World Cup™ Original Trophy, a symbol of global football excellence, made its triumphant return to Indian soil this January. This iconic trophy, crafted from 18-carat solid gold and weighing 6.175 kilograms, stands 36.5 centimeters tall as a masterpiece of sporting artistry. Designed by Italian artist Silvio Gazzaniga in 1974, the trophy features two human figures spiraling upward to hold the world, representing unity and achievement. Its base, adorned with two layers of vibrant green malachite, gleamed under the lights of Delhi and Guwahati, inspiring football enthusiasts across the nation.
Delhi: A Capital Celebration
The festivities commenced in the national capital on January 11, where the trophy was unveiled by Brazilian football legend Gilberto Silva and Union Minister of Youth Affairs and Sports, Dr. Mansukh Mandaviya. Silva expressed his admiration for the incredible energy of Indian fans, noting that while cricket's popularity is well-known, he was delighted to discover the deep love for football in India. He emphasized his hope that the trophy would inspire young boys and girls to pursue football passionately.
Fans flocked to the NSIC Exhibition Grounds in Okhla for a chance to see the trophy up close, take selfies, and participate in freestyle challenges and interactive football zones. Influencers and athletes like Varun Sood, Gurpreet Singh Sandhu, Robin Singh, and Dalima Chhibber joined the celebrations, adding to the vibrant atmosphere.
Sanket Ray, President of Coca-Cola India and Southwest Asia, highlighted the significance of the event, stating, "Sport in India is entering a defining phase, marked by wider participation, stronger infrastructure, and growing global engagement. Our long-standing partnership with FIFA allows us to bring such landmark sporting moments closer to Indian consumers."
Coke Studio Bharat: From Digital to Live Stage
As evening fell, the focus shifted from football to music, with Coke Studio Bharat making its historic transition from digital screens to a physical stage. The NSIC Grounds in Delhi transformed into a high-energy music arena, featuring powerhouse performances by Shreya Ghoshal, Rashmeet Kaur, Divyam, and Khwaab. In a special surprise, Aditya Rikhari performed his unreleased song Ae Ajnabee, leaving the audience spellbound. The concert peaked with a spectacular medley where all artists joined Shreya Ghoshal on stage, even inviting a lucky fan to sing along, embodying the tour's 'fan-first' philosophy.
Guwahati: Embracing Regional Roots
The celebration then moved to the ACA Barsapara Stadium in Guwahati on January 13, coinciding with the Magh Bihu festivities. Known as the heartland of Indian football, the north-east region gave the trophy a warm welcome. The Guwahati leg of Coke Studio Bharat Live focused on regional storytelling, featuring performances by fan favorites like Anuv Jain, Shankuraj Konwar, Rito Riba, and Anoushka Maskey. The event included a special meet-and-greet with Anuv Jain and a soul-stirring collective rendition of Arz Kiya Hai, deepening the cultural connection.
Sustainability at the Forefront
Alongside the festivities, Coca-Cola India integrated its #MaidaanSaaf initiative into the tour. With trained volunteers and dedicated recycling stations, the initiative ensured structured waste segregation, demonstrating that large-scale public events can be managed responsibly. This effort promoted environmental consciousness among attendees, aligning with global sustainability goals.
This unique fusion of global sport and local culture not only celebrated football's legacy but also showcased India's vibrant musical heritage, setting a new benchmark for experiential marketing in the country.
