Mumbai: Bringing a wave of refreshment and rhythm to the ICC Women’s Cricket World Cup Semi-Final in Navi Mumbai, Coca-Cola India’s Halftime campaign made an exciting return, transforming the match break into a celebration of music, sport, and culture.
As the stands came alive with song and cheer, the halftime pause turned into a moment to refresh, rejoice, and reconnect. With Coke Studio Bharat’s signature sound and the unmistakable fizz of Coca-Cola, the break carried the same excitement and energy as the game itself.
At the mid-innings break, Aditya Gadhvi took centre stage, performing his Coke Studio Bharat hits Khalasi—the Cannes Lions-winning anthem of exploration—and Meetha Khaara, a spirited tribute to Gujarat’s folk heritage. The performance encapsulated the essence of Coke Studio Bharat, Coca-Cola’s reimagined music platform that celebrates authentic regional artistry while connecting local sounds to global audiences.
The platform’s focus on authenticity and inclusivity has positioned it as one of India’s strongest vehicles for musical democratisation, amplifying homegrown talent on the world stage.
Aditya Gadhvi said, “It’s not every day you get to perform on a stage like the ICC Women’s Cricket World Cup, with the whole country watching and cheering. With Coke Studio Bharat, I’m bringing the sounds I’ve grown up with to a space where cricket fans are watching and cheering. It feels good to see our music reach people in such a lively way.”
Sharing insights on the activation, Shantanu Gangane, IMX (Integrated Marketing Experience) Lead, Coca-Cola INSWA, said, “Consumer experiences around live sport are evolving as fans today look for connections. Our partnership with the ICC reflects that understanding. Together, we’re reimagining the moments around the game that fuel engagement. Coke’s Halftime showcase brings that philosophy alive, transforming a pause into a space where sport, music and refreshment meet. Coke Studio Bharat adds a layer of culture and emotion to the cricket experience, creating something that feels distinctly Indian yet universally relatable.”
Anurag Dahiya, Chief Commercial Officer, ICC, added, “Our collaboration with Coca-Cola continues to strengthen how fans experience cricket beyond the boundary. The Halftime integration is a natural extension of that partnership, bringing together sport and culture to engage fans in new ways. It reflects the ICC Women’s Cricket World Cup’s commitment to making the game more inclusive, dynamic and relevant to audiences everywhere, while celebrating the spirit of the ICC Women’s Cricket World Cup.”
As Aditya’s performance illuminated the stadium, the energy extended far beyond the venue. Viewers across the country tuned in from their homes, with Blinkit’s ‘Coke at Half Price’ offer turning halftime into a tangible cue — to grab a Coke, relax, and join the celebration.
By transforming halftime into a shared space for sport and culture, Coca-Cola India and the ICC Women’s Cricket World Cup are redefining the cricket experience—making the game about more than just scores.
