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Coca Cola debuts ‘Halftime’ campaign
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Monday, 24 February, 2025, 14 : 00 PM [IST]
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Our Bureau, New Delhi
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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 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, said, “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.”
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."
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