Archive · 6 Nov 2025
Coca-Cola India Halftime Campaign Elevates Cricket with Music
During a big women's cricket game in India, Coca-Cola decided to make the break between innings extra special.
They brought a singer named Aditya Gadhvi to perform live at the stadium.
He sang popular songs like 'Khalasi', which is known for its theme of exploration, and 'Meetha Khaara', a song inspired by Gujarati folk music.
This performance was part of Coca-Cola's Coke Studio Bharat project, which is all about sharing and celebrating Indian music from different regions.
Coca-Cola wanted to mix the excitement of the cricket match with the fun of live music.
They even offered a special discount on Coke during the break so fans could enjoy a refreshing drink while watching the show.
The idea was to make the halftime break a more engaging and enjoyable experience for everyone watching, both at the stadium and at home.
Coca-Cola India's 'Halftime' campaign featured a musical performance by Aditya Gadhvi during the ICC Women's Cricket World Cup Semi-Final in Navi Mumbai.
Gadhvi performed songs like 'Khalasi' and 'Meetha Khaara' as part of Coke Studio Bharat's initiative to promote regional Indian music.
The campaign aimed to blend sport, music, and refreshment, transforming the match break into an engaging fan experience.
This activation sought to connect fans by offering a cultural element during live sporting events, in partnership with the ICC.
A promotional offer from Blinkit provided 'Coke at Half Price' during the halftime, encouraging fans to participate in the refreshment aspect of the campaign.
- Who
- Coca-Cola India, ICC, Aditya Gadhvi, fans
- What
- Coca-Cola's 'Halftime' campaign featuring a musical performance by Aditya Gadhvi as part of Coke Studio Bharat during the ICC Women's Cricket World Cup Semi-Final.
- When
- During the mid-innings break of the ICC Women's Cricket World Cup Semi-Final.
- Where
- Navi Mumbai, broadcast to homes nationwide.
- Why
- To refresh fans, celebrate the season's spirit, connect sport with music and culture, and enhance fan engagement by transforming the match break into a celebratory experience.
Coca-Cola's Perspective
ICC's Perspective
Enhancing Fan Engagement
Coca-Cola's Perspective
Coca-Cola aims to evolve consumer experiences around live sport by connecting fans through music and culture during match breaks, transforming pauses into engaging moments.
ICC's Perspective
The ICC sees the Halftime integration as a natural extension of its partnership with Coca-Cola, designed to strengthen fan experiences beyond the game and make cricket more inclusive and dynamic.
Role of Coke Studio Bharat
Coca-Cola's Perspective
Coke Studio Bharat is highlighted as a platform celebrating authentic regional Indian artistry, connecting local sounds globally and democratizing music by bringing homegrown talent to a wider audience.
ICC's Perspective
The ICC views Coke Studio Bharat's integration as adding a layer of culture and emotion to the cricket experience, making it distinctly Indian yet universally relatable.
- Event
- ICC Women's Cricket World Cup Semi-Final
- Location
- Navi Mumbai
- Brand Activation
- Coca-Cola's Halftime campaign with Coke Studio Bharat
- Performer
- Aditya Gadhvi
- Songs Performed
- 'Khalasi', 'Meetha Khaara'
- Promotional Offer
- Blinkit's Coke at Half Price