"If Well Begun Is Half Done, January 2026 Is A Benchmark For Brand-Led Live Experiences” – Shantanu Gangane

January 2026 is already shaping up to be a defining month for brand-led cultural engagement in India, with music, sport and youth culture driving some of the year’s most visible on-ground moments across multiple cities.

In a recent LinkedIn post, Shantanu Gangane, Integrated Marketing Experience (IMX) Lead at The Coca-Cola Company, described the opening weeks of the year as nothing short of a benchmark. Reflecting on the pace of activity in just the first 18 days, he noted that what his teams referred to as a “warm-up” would, for many, feel like a full-season wrap. “If well begun is half done, January 2026 is a benchmark of how to get it out of the gate,” he wrote, underlining the scale and speed at which initiatives were rolled out early in the year.

Universal Music Group & brands, managed by Universal Music India and Universal Music Group oversees the end-to-end mandate for Coke Studio Bharat, has been a key collaborator across several of these cultural platforms.

The momentum also drew attention from Devraj Sanyal, Chairman & CEO, India, and SVP Strategy for Emerging Markets at Universal Music Group, who emphasised that strong brand outcomes are rooted in collective execution. “In a world of crowded shelves and short attention spans, winning brands are built by aligned teams,” Sanyal said. “When one function succeeds, the brand succeeds. When the brand wins, everyone wins. Execution is teamwork. Growth is shared. Impact is collective.”

One of the month’s biggest highlights was the first-ever Coke Studio Bharat Live, held in Delhi and Guwahati, which brought together over 30,000 fans. Beyond the numbers, the shows marked a significant evolution for the franchise, taking Coke Studio Bharat from digital screens to live stages and deepening the connection between artists and audiences while expanding its cultural footprint.

Another major moment was the return of the FIFA Trophy Tour to India after 12 years. Large crowds gathered for the opportunity to see the original FIFA World Cup trophy up close and interact with football legend Gilberto Silva, reflecting India’s growing appetite for global football and marquee sports properties.

January also featured a series of initiatives spanning sport, music and food, bringing together consumers, trade partners and multiple stakeholders across four days, three cities and two countries. These platforms highlighted how shared cultural interests are increasingly becoming the starting point for brand-led engagement.

On the brand front, Thums Up’s iconic ‘Toofan’ entered a new phase with a refreshed look, signalling the beginning of a renewed chapter while continuing to draw from the brand’s legacy.

Taken together, the opening weeks of 2026 point to a clear direction for the year ahead—one defined by collaboration, strong early momentum and a continued focus on culture-led platforms that bring people together on ground.