Coca-Cola releases ‘halftime’ campaign globally

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.

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.

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.”

Detailing out the thinking behind the global launch Tirtha Ghosh and Nakul Sharma ( VP& ECDs VML Delhi) said “ Halftime already exists is popular culture. The creative challenge was to make it a Coke property by figuring out unique yet relatable situations and have a cool vibe to the whole piece.”

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."