Mumbai: Coca-Cola India has partnered with Google to launch “Coca-Cola Halftime Surprise”, a new AI-powered interactive experience developed using Google Gemini. The initiative combines storytelling, music, gaming, and generative AI to transform everyday Coke breaks into immersive moments of creativity and self-expression.
Inspired by Coca-Cola’s global “Halftime” philosophy, the campaign invites consumers to scan QR codes on specially marked Coca-Cola packs to unlock one of three AI-led digital journeys. Each experience is powered through Google Gemini and designed to create personalised interactions through gamified storytelling interfaces.
Using Gemini’s Canvas feature, users can engage with evolving visual narratives, imaginative timelines, and music-inspired experiences through quick taps, swipes, and selfie-based interactions. Consumers can also unlock rewards and vouchers through the platform.
The experience includes three distinct journeys:
Be a Rockstar allows users to interact with a nostalgic jukebox-inspired interface that transforms selfies into personalised album covers with custom music tracks, along with opportunities to win concert tickets.
Be a Movie Star enables users to swipe through a movie vending machine-style interface and feature as the lead character in a custom six-panel comic strip, with chances to win movie vouchers.
Travel Through Time takes users through a digital time machine experience that creates aesthetic vision-board collages around their selfies across prehistoric, medieval, and futuristic worlds, with opportunities to win travel-related rewards including flight and hotel vouchers.
Speaking about the initiative, 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.”
Commenting on the collaboration, Shekar Khosla, VP – Marketing at Google India, said, “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 launch follows Coca-Cola India’s earlier AI-led activation “Festicons”, introduced during Diwali, which enabled users to create personalised festive expressions using generative AI. With “Coca-Cola Halftime Surprise”, the company is extending that AI-driven engagement into an always-on consumer experience focused on creativity, interaction, and digital storytelling.
