Coca-Cola India has partnered with Google to launch 'Coca-Cola Halftime Surprise', an AI-powered consumer engagement campaign built using Google Gemini. The initiative introduces a series of interactive digital experiences designed to transform everyday consumption moments into personalised journeys centred on creativity, entertainment and self-expression.
Inspired by Coca-Cola’s global 'Halftime' platform, the campaign encourages consumers to scan QR codes featured on specially marked Coca-Cola packs. Once scanned, users are directed to a themed interface powered by Google Gemini, where they can access one of three AI-driven experiences built around storytelling, music and imaginative world-building.
The campaign combines packaging, artificial intelligence and gamified interactions to create a more participative brand experience. Through a series of taps, swipes and personalised inputs, consumers can generate customised content that reflects their interests and personality, turning a routine product interaction into an immersive digital engagement.
At the core of the campaign is Gemini’s Canvas feature, which enables consumers to create personalised visual and storytelling experiences. The AI-powered platform generates unique outcomes based on user interactions, ensuring that each experience differs from the next.
The first experience, 'Be a Rockstar', allows users to upload a selfie through a retro-inspired jukebox interface. The platform then transforms the image into a personalised album cover accompanied by customised music-themed creative elements. Participants also have the opportunity to enter draws for concert tickets.
The second experience, 'Be a Movie Star', uses a movie vending machine-inspired interface. Consumers can place themselves at the centre of a custom six-panel comic strip, becoming the lead character in a personalised visual narrative. The experience also offers the chance to win movie vouchers.
The third journey, 'Travel Through Time', enables users to interact with a digital time machine that creates an aesthetic collage inspired by different eras and imagined realities. Through AI-generated visuals, participants can explore settings ranging from prehistoric worlds and medieval landscapes to futuristic environments. The experience also includes opportunities to win flight and hotel vouchers.
The campaign reflects a growing trend towards AI-enabled personalisation, where consumers actively participate in content creation rather than passively consuming brand communications. By integrating generative AI into product packaging and digital touchpoints, Coca-Cola aims to create deeper engagement and encourage repeated interactions.
Greishma Singh, vice president, marketing, Coca-Cola India and Southwest Asia, said, “For Gen Z consumers today, self-expression is fluid, visual, and deeply shaped by music and digital culture. With Coca-Cola Halftime Surprise, we wanted to reimagine the Coke pause as something more participative, playful, and personal to them. What makes this especially exciting is that every single interaction is unique with the help of Google Gemini. Whether you are creating your own comic strip, time-travelling to a world only AI can take you to, or designing your album cover, the experience feels entirely yours. The collaboration with Google brings together creativity and technology in a way that transforms a simple scan on a Coca-Cola pack into a moment of genuine discovery.”
Shekar Khosla, VP - marketing at Google India, added, “Brand engagement is most memorable when it is interactive, personal, and fun. We're glad to collaborate with Coca-Cola so that Coca-Cola Halftime Surprise gives people an engaging way to play, create, and share using Google Gemini. What makes this engagement so exciting is the ability to generate truly personalized experiences. With Gemini as a creative companion, people can seamlessly think up new visual narratives and turn everyday moments into a fun showcase of self-expression.”
The campaign builds on Coca-Cola’s earlier AI-driven initiatives, including the Festicons activation during Diwali, which enabled consumers to create personalised festive content. With 'Coca-Cola Halftime Surprise', the company extends that approach into an always-on platform designed to drive ongoing engagement through creativity, technology and user-generated experiences.
By combining AI-powered storytelling, rewards and personalised content creation, Coca-Cola and Google are positioning the campaign as a new model for interactive brand engagement aimed at digitally connected consumers.
