New Delhi: Coca-Cola India has launched “Coca-Cola Halftime Surprise”, a new AI-powered experience developed in collaboration with Google and built with Google Gemini. The experience unlocks three distinct AI-led journeys designed to turn everyday Coke breaks into playful moments of surprise, creativity, and self-expression.
Inspired by Coca-Cola’s global “Halftime” philosophy, consumers can scan the QR code on any special Coca-Cola pack to step into imaginative new worlds. By unlocking one of three unique labels, users enter a themed, gamified interface on Google Gemini where quick taps, swipes, and personality-led inputs turn an everyday pause into a personalised journey of self-expression.
Using Gemini’s Canvas feature, new creative experiences unfold with every interaction across cinematic comic-strip universes, imagined timelines, and music-inspired alter egos. One moment could place consumers inside dramatic visual narratives with evolving characters and aesthetics, while another could transport them across prehistoric eras with dinosaurs, medieval castles, or futuristic realities imagined through AI-powered creativity.
Alongside uniquely generated creations, consumers will also get the chance to unlock rewards and win vouchers.
Consumers can enter these digital worlds by scanning a pack and choosing from three interactive experiences. In the “Be a Rockstar” journey, users navigate a nostalgic jukebox-style interface where they can turn a selfie into a personalised album cover with custom tracks, along with a chance to win concert tickets.
The “Be a Movie Star” experience allows users to swipe through a movie vending machine-inspired interface and feature themselves as the lead character in a custom six-panel comic strip, with movie vouchers up for grabs.
Meanwhile, “Travel Through Time” lets users use a digital time machine to create an aesthetic vision-board style collage around their selfie, while also unlocking a chance to win flight and hotel vouchers.
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, 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 personalised 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 builds on the success of Festicons, Coca-Cola’s generative AI-led activation during Diwali that enabled consumers to create personalised festive expressions at scale. With Coca-Cola Halftime Surprise, Coca-Cola India takes that spirit of creativity into an always-on experience designed to make everyday moments more expressive, interactive, and full of surprise.