Coke studio - the girl who played the tutari

In 13th-century India, the Tutari was a symbol of power, used to signal war and announce royalty. Yet for centuries, women were forbidden from playing it, seen as lacking the strength and bound by tradition.
At Coke Studio, a platform created to democratize music, we set out to challenge this outdated belief. We searched across the country for a woman who could defy convention and found Nilaksha Borhade, a fearless musician. In our music video “Bayo,” she became the first woman in history to play the Tutari for the world to hear, breaking deep-rooted gender barriers and turning a symbol of power into a voice for equality.

Awards
2025 Cannes Lions
Silver - Entertainment Lions for Music — Cultural Engagement
Shortlist - Entertainment Lions for Music — Use of Original Composition

2025 Clio
Silver - Branded Entertainment & Content / Music

Credits
Agency: VML
CCOs: Rafa Pitanguy, Mukund Olety
ECDs: Gabriel Jardim, Guto Monteiro
CD/CW: Lorran Schoechet
CD/AD: Thomaz Marsiglia
Creatives: India Team