Coca-Cola India has unveiled a new campaign featuring Diljit Dosanjh and Janhvi Kapoor, reimagining everyday breaks as meaningful “halftime” moments. The campaign highlights how small pauses in daily life can help people reconnect and stay present, positioning Coca-Cola as a refreshing companion in such instances. The campaign, conceptualised by WPP Open X led by VML, showcases relatable scenarios where individuals drift into autopilot before being brought back to the moment with a sip of Coca-Cola. In the films, Dosanjh is seen during a rehearsal while Kapoor appears in a social setting, both rediscovering presence through simple breaks.
Karthik Subramanian, Senior Director, Marketing at Coca-Cola India & Southwest Asia, said consumers today value “small, meaningful breaks” amid fast-paced lives. The campaign is being rolled out across key markets including Delhi, Punjab, Uttar Pradesh, Maharashtra, Tamil Nadu and Karnataka, supported by television, digital and social media outreach.
In Kolkata, the campaign is expected to resonate strongly with urban consumers navigating busy routines. With a growing preference for experiential and emotionally engaging brand messaging in the Kolkata market, Coca-Cola’s ‘halftime’ concept aligns with local consumption patterns that emphasise social connection and shared moments, particularly among younger audiences. The campaign also features an original soundtrack by Donn Bhat, with vocals by Vivek Hariharan and Aarifah Rebello, adding a retro-inspired audio layer to the storytelling.