Coca-Cola India has partnered with Google to launch “Coca-Cola Halftime Surprise”, an AI-powered consumer engagement platform built using Google Gemini, aimed at turning everyday Coke breaks into interactive digital experiences for Gen Z consumers. Launched on May 28, the campaign introduces three AI-led experiences that consumers can access by scanning QR codes on special Coca-Cola packs. Inspired by Coca-Cola’s global “Halftime” philosophy, the initiative combines storytelling, music and artificial intelligence to create personalised content and reward-based engagement.
The experience allows users to enter themed digital worlds powered by Gemini’s Canvas feature. Consumers can create comic-strip narratives, music-inspired alter egos and AI-generated timelines through gamified interfaces involving taps, swipes and selfie-based interactions. Under the “Be a Rockstar” feature, users can generate personalised album covers and music tracks while standing a chance to win concert tickets. The “Be a Movie Star” experience transforms users into comic-strip characters and offers movie vouchers. Meanwhile, “Travel Through Time” lets users build AI-generated visual collages inspired by different eras, with chances to win flight and hotel vouchers.
Greishma Singh, Vice President, Marketing at Coca-Cola India and Southwest Asia, said the campaign was designed to make self-expression more playful and personal for digitally connected consumers. Google India Vice President of Marketing Shekar Khosla said the partnership aimed to create interactive and personalised brand engagement experiences using Gemini AI. The launch follows the success of Coca-Cola’s Diwali campaign “Festicons”, which also used generative AI for personalised festive content creation. In Kolkata, AI-driven campaigns are increasingly resonating with urban youth consumers who are highly active on social media and digital platforms. Retailers in the city believe campaigns combining rewards, music and personalised experiences could boost consumer engagement and improve visibility for beverage brands during the summer demand season.
