Prime Highlights
- Campaign designed around Gen Z’s preference for visual, interactive self-expression.
- Google Gemini enables interactive, personalised brand engagement experiences at scale.
Key Facts
- Coca-Cola India operates across India and Southwest Asia under The Coca-Cola Company.
- Gemini’s Canvas feature powers all three personalised AI-driven campaign experiences.
Background
Coca-Cola India has initiated an AI-driven consumer interaction campaign named “Coca-Cola Halftime Surprise,” which has been developed in partnership with Google using its Gemini technology platform. The company invites consumers to scan QR codes that are present on selected Coca-Cola bottles in order to participate in AI-driven interactions in three forms of entertaining activities.
The idea behind the newly initiated campaign is taken from the “Halftime” concept, followed globally by Coca-Cola, which focuses on converting mundane pause moments into digital interactive experiences. Users will be provided access to themes and interactive games through Google Gemini, where the user can engage with AI-based features, generating personalised videos or texts by using AI.
Through Canvas functionality, provided by the Gemini technology, consumers can develop comics, personalised visuals, songs, and collages. “Be a Movie Star” places users as characters in AI-generated six-panel comic strips, offering movie vouchers. “Travel Through Time” generates collage-style visuals set across historical and futuristic themes, with travel vouchers up for grabs.
Greishma Singh, Vice President of Marketing at Coca-Cola India and Southwest Asia, said the campaign was built around Gen Z consumers’ preference for visual and interactive self-expression, and that the Google collaboration aimed to merge creativity with technology. Shekar Khosla, Vice President of Marketing at Google India, said Gemini enables interactive and personalised brand engagement at scale.
The launch follows Coca-Cola India’s earlier generative AI-led Diwali campaign, “Festicons,” which focused on personalised festive content creation.