MUMBAI: Taste the Feeling by artist Avicii will be the anthem for the Coca-Cola UEFA EURO 2016 campaign as it complements the creative idea that the pleasure of drinking beverage makes the moment more special.

“It’s always our ambition to feature great music that people will remember and love decades from now. And we think we’ve done that with this campaign. As we searched for the perfect song, this one stood out from day one as something really special.” said Coca-Cola Global Music Group Director Joe Belliotti.

“I really liked the original demo and after a few intense weeks in the studio working on the production, we were able to present an amazing final product. Conrad was a great partner and we are excited that the song will be featured in the UEFA EURO 2016 campaign for Coca-Cola so fans around the world can enjoy it,” said the artist Avicii.

On Avicii’s participation in the project, Belliotti added, “We have worked with Avicii since 2011 on several projects, and he knows how to create optimistic music that resonates with listeners around the world. He has a melodic and musical sensibility that draws you in. He creates songs with a modern feel but adds traditional instruments to the mix.”

Commenting on the collaboration of Coca-Cola with music agency Deviant Ventures for the overall music, Deviant Ventures Chief of Possibilities Umut Ozaydinli said, "For the anthem, we wanted to pair Avicii with a relative newcomer. Conrad Sewell has been on our radar ever since last year. Avicii’s signature production with Conrad’s unique vocals made the perfect mix for a summer hit"