Brands
Coca-Cola India ropes in Diljit Dosanjh, Janhvi Kapoor for new campaign
Halftime films highlight everyday pauses that reconnect people to moments
MUMBAI: Coca-Cola India has unveiled a new brand campaign featuring Diljit Dosanjh and Janhvi Kapoor, aiming to reimagine the idea of a Halftime as more than just a pause in everyday life.
The campaign centres on the notion that small breaks can help people reconnect with their surroundings, turning routine moments into meaningful experiences. Through a series of films, the brand positions Coca-Cola as a simple, refreshing ritual that brings focus and connection back into fast-paced lives.
Conceptualised by WPP Open X and led by VML, the films capture “in-between” moments when people are physically present but mentally elsewhere. Whether it is Dosanjh caught up in rehearsal or Kapoor lost in thought during a casual hangout, a sip of Coca-Cola serves as a turning point that brings them back to the present.
Commenting on the campaign, Coca-Cola India senior director marketing Karthik Subramanian said, “Today’s consumers are navigating lives that are fuller and faster than ever before. And yet, what they increasingly value are small, meaningful breaks that help them stay grounded in the moment.” He added that Coca-Cola has long been part of such everyday rituals.
The creative team behind the campaign emphasised the emotional insight driving the storytelling. VML executive creative directors Nakul Sharma and Tirtha Ghosh said the idea was to show how a simple pause can transform disengaged moments into something more present and alive.
The campaign is being rolled out across key markets including Delhi, Punjab, Uttar Pradesh, Maharashtra, Tamil Nadu and Karnataka, supported by a mix of television, digital and social media activations. Regional adaptations feature Dosanjh across northern markets, while Kapoor leads the Tamil and Kannada versions.
An original soundtrack by composer Donn Bhat, with vocals by Vivek Hariharan and Aarifah Rebello, adds a retro touch to the films, enhancing their emotional appeal.
With this campaign, Coca-Cola leans into a familiar truth with a fresh twist: sometimes, the smallest breaks can make the biggest difference in how we experience the moment.
