Coca-Cola India has partnered with Google to launch “Coca-Cola Halftime Surprise”, a new AI-powered consumer experience developed using Google Gemini. The initiative aims to transform everyday Coke breaks into interactive moments of creativity, entertainment and self-expression through a range of personalised digital experiences.
The campaign combines storytelling, music, gaming and artificial intelligence to create an engaging experience designed especially for Gen Z consumers. Inspired by Coca-Cola’s global “Halftime” philosophy, the campaign encourages consumers to take fun and expressive breaks during their daily routines.
To access the experience, consumers can scan the QR code available on specially marked Coca-Cola packs. After scanning, users enter a themed interface powered by Google Gemini, where they can participate in different AI-generated experiences through taps, swipes and personalised inputs.
The campaign introduces three distinct digital journeys, each offering a unique style of interaction. These experiences are designed using Gemini’s Canvas feature, allowing consumers to create personalised visual stories and artistic content based on their own photos and preferences.
One of the experiences, titled “Be a Rockstar”, allows users to upload a selfie and transform themselves into music stars through a nostalgic jukebox-style interface. The AI system creates a customised album cover along with personalised music-inspired visuals. Participants also get an opportunity to win concert tickets through the experience.
Another experience, “Be a Movie Star”, places consumers inside a cinematic comic-strip universe. Users can interact with a movie vending machine interface and become the lead character in a personalised six-panel comic strip generated by AI. Consumers participating in this experience can also unlock movie vouchers.
The third experience, “Travel Through Time”, uses an AI-powered digital time machine concept. Through this feature, users can create aesthetic vision-board style collages featuring their selfies placed in different timelines and imaginative worlds. The experience includes prehistoric landscapes, medieval settings and futuristic environments created using AI-driven creativity. Participants may also win flight and hotel vouchers through the campaign.
According to Coca-Cola India, the initiative reflects changing consumer behaviour, especially among younger audiences who increasingly value self-expression, visual storytelling and digital engagement.
Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia, said that the campaign was designed to make everyday Coke pauses more participative, playful and personal. She stated that each interaction feels unique because of the creative capabilities powered by Google Gemini.
She added that the collaboration with Google combines technology and creativity in a way that turns a simple QR code scan into an immersive and personalised experience for consumers.
Shekar Khosla, Vice President – Marketing at Google India, said that brand engagement becomes more memorable when it is interactive, personal and enjoyable. According to him, Google Gemini enables users to create visual narratives and expressive digital experiences in a seamless and engaging manner.
The launch builds upon Coca-Cola India’s earlier AI-led campaign “Festicons”, introduced during the Diwali season. That campaign allowed consumers to create personalised festive expressions using generative AI technology. With “Coca-Cola Halftime Surprise”, the company is now expanding that creative approach into a larger, always-on digital experience.
Industry experts believe the collaboration highlights how global brands are increasingly using artificial intelligence to deepen consumer engagement and create more personalised marketing campaigns. AI-powered interactive experiences are becoming especially popular among younger audiences who prefer immersive and shareable digital content.
Through this latest initiative, Coca-Cola India and Google aim to redefine consumer interaction by combining entertainment, technology and creativity into a single AI-driven experience designed for the digital generation.
Subscribe Deshwale on YouTube
