MUMBAI: Establishing itself as the largest platform for independent music in India, the second season of Coke Studio @MTV has sold the highest number of physical CD's in comparison to its earlier edition.

Within two week of its launch, the physical format of the second edition has sold over 10,000 units whereas the physical sale of entire season one was 12000 units. The second edition album is also been marked as the most successful and the highest 'pre-booked' album this year on Flipkart.

Commenting on the success, Sony Music CEO Shridhar Subramaniam said, "The response to the music is very gratifying. Young fans seek divergent forms and if we deliver great music it always connects and the numbers show it."

The second season which themed it's content on ‘Celebrating Diversity' struck a powerful chord with its aficionados by featuring 12 renowned music producers, including Amit Trivedi, Karsh Kale, Nitin Sawhney, Ehsaan-Loy, Shantanu Moitra, Clinton Cerejo and Hitesh Sonik to name a few and over 250 musicians, who came to create a movement that would resonate across platforms. The season witnessed unprecedented social media response with 99% likes on facebook, 1,4 mn fans, 2 mn online video views and over 50,000 tweets.
 
Speaking about the responses, MTV India EVP and business head Aditya Swamy said, "There was a hunger for another kind of sound in our music landscape and as we are creating more of this content and putting it out there, the hunger is only growing. So this makes this a very exciting time for independent music in India."

The dynamic fusion created on the show has resulted in achieving an overwhelming response across all platforms. While the television reach for the show has already crossed 42mn at the end of six weeks in comparison with 40mn for the entire Season one, it has also acquired huge response on mobile platform with over two million downloads, five lakh audio streams and 20,000 downloads on the Nokia music store.

Coca-Cola India integrated marketing communications director Wasim Basir said, "Coke Studio@MTV is an excellent example of a program that is based on diversity as a premise. Coke Studio@MTV is a fusion of musical genres, fusion of melody, fusion of rhythms and fusion of cultures. It is Coca-Cola's unique point of view on music, enabling the 'Happy' energy of Coca-Cola to bring people together. We are extremely pleased with the support that Coke Studio@MTV Season II has got from the audience and this season sets the benchmark for the other seasons to follow."