Coca-Cola India blended sport, culture, and consumer engagement at the ICC Women’s Cricket World Cup Semi-Final in Navi Mumbai on October 31, 2025, as its Halftime campaign returned with a high-energy live performance by Coke Studio Bharat. The beverage major transformed the mid-innings break into a vibrant cultural moment, reinforcing its strategy of enhancing live sport experiences through music and brand-led fan participation.
Singer Aditya Gadhvi enthralled spectators with his Cannes Lions-winning track Khalasi and Meetha Khaara, celebrating Gujarat’s folk heritage. “It’s not every day you get to perform on a stage like this… it feels good to see our music reach people in such a lively way,” Gadhvi said. Shantanu Gangane, IMX Lead, Coca-Cola INSWA, noted that modern fans seek meaningful engagement beyond gameplay, adding, “We’re transforming a pause into a space where sport, music and refreshment meet.” ICC CCO Anurag Dahiya said the collaboration strengthens efforts to make cricket more inclusive and dynamic.
In Kolkata, known for its passionate cricket culture, the campaign sparked heightened consumer excitement. Retailers in Park Street, Salt Lake, and Gariahat reported increased beverage sales during the halftime break, while Blinkit’s “Coke at Half Price” promotion saw strong traction among young urban consumers watching from home, signaling strong brand resonance in the city’s vibrant beverage market. By converting halftime into a shared cultural experience, Coca-Cola reinforced its consumer-first marketing approach while elevating the cricket viewing journey.
