Despite its vested interest in Spotify, Coca-Cola is working with the Dhingana music-streaming service in India, where Spotify isn't yet available. Dhingana aggressively promoted songs from the Coke-sponsored "Khushiyaan Lutao Crazy Kehlao" album to 1.4 million Indians in three days, but just 38,374 listened to the songs, according to Dhingana and Coke India.

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