Coca-Cola India has launched an AI-driven consumer engagement initiative, Coca-Cola Halftime Surprise, in collaboration with Google, aiming to deepen connections with Gen Z consumers through personalised digital experiences powered by Google Gemini.
The campaign enables consumers to scan QR codes printed on select Coca-Cola packs and access a range of interactive experiences created using Google Gemini’s generative AI capabilities. Inspired by Coca-Cola’s global “Halftime” platform, the initiative focuses on creativity, self-expression, and gamified storytelling.
Participants can choose from three themed experiences—Be a Rockstar, Be a Movie Star, and Travel Through Time. Using Gemini’s Canvas feature, consumers can transform selfies and prompts into personalized content such as comic strips, music album covers, and AI-generated visual collages.
The campaign also incorporates rewards and incentives, offering consumers opportunities to win concert tickets, movie vouchers, and travel vouchers through participation.
Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia, said the initiative reflects the evolving ways younger consumers express themselves through visual and digital culture. She noted that the collaboration with Google allows every interaction to be uniquely generated, turning a simple pack scan into a personalized creative experience.
Commenting on the partnership, Shekar Khosla, Vice President-Marketing at Google India, said the campaign demonstrates how artificial intelligence can make brand engagement more interactive, personal, and entertaining. He added that Gemini acts as a creative companion, helping users generate original visual narratives and showcase their individuality.
The launch marks Coca-Cola India’s latest investment in AI-led marketing innovation and follows the company’s earlier festive campaign, Festicons, which leveraged generative AI during the Diwali season.
With brands increasingly exploring AI-powered consumer experiences, the campaign highlights the growing role of generative AI in creating personalized engagement and strengthening brand-consumer interactions in the digital era.