New Delhi, February 2025.
Coca-Cola is kicking off a game-changing new campaign, “Halftime,” inspiring fans to embrace the magic of a pause—a moment to reset, refresh, and reignite before diving back into life. Rooted in the universal essence of halftime in sports, this campaign transforms an ordinary pause into a meaningful experience.
Launched globally, Halftime comes to life through a blend of storytelling, brand films, and digital experiences, showing how a simple break can bring a fresh perspective. And leading the way is India, where the first film highlights how a sip of Coca-Cola turns fleeting moments into something special. Whether it is players pausing mid-match for a quick recharge, the campaign reminds us that the best way to keep moving forward is to take a Halftime.
Adding to the experience is a lively anthem crafted by VML Delhi, directed by award-winning Dibakar Banerjee, with music by Sneha Khanwalkar and lyrics by Khullar G. The anthem captures everyday moments in a way that feels real and relatable, making Halftime a natural part of life.
Babita Baruah, CEO, VML India elaborated, “Coca-Cola has always defined culture with its campaigns, and we believe we have done just that with the Halftime campaign. The insight is truly global in its appeal and the fact that the campaign takes off from India makes us very proud.”
Dibakar Banerjee said, “The crucial thing for the halftime concept to work was to root it in our country where we are never doing just one thing but many. So, for instance, a street festival in our country has the organiser taking care of the chaos and swaying to the madness as well. So, a halftime is from both things.”
Kaushik Prasad, Senior Director, Marketing for Coca-Cola category at The Coca-Cola Company’s India and Southwest Asia Operating Unit said, “In today’s fast-moving world, it’s easy to overlook the importance of a pause. For decades, Coca-Cola has been a part of people’s everyday moments, offering a simple yet uplifting break. With ‘Halftime,’ we’re not just celebrating a pause—we’re making it a refreshing moment of connection and joy that brings people back to what they love, with a chilled Coca-Cola in hand.”
Coca-Cola’s Big Game Moment: Halftime Meets Cricket
As cricket fever takes over, Coca-Cola is turning the India vs. Pakistan ICC Champions Trophy match on February 23 into a first-of-its-kind, interactive Halftime experience. Viewers can scan a QR code displayed on the Aston band during the live broadcast to unlock an exclusive limited-time offer—Coca-Cola at half price. This thrilling innovation transforms a game break into an unforgettable, refreshing reset, proving that Halftime isn’t just a pause; it’s a celebration.
Join the Halftime Movement
From sharing a laugh to capturing a moment on camera, from stepping back to stepping up, Coca-Cola’s Halftime campaign turns everyday pauses into something worth savoring. Because sometimes, the best part of the day isn’t about rushing ahead—it’s about taking a moment to truly enjoy it.
