MUMBAI: When cricket took a break, Coke turned up the beat. The ICC Women’s Cricket World Cup semi-final in Navi Mumbai turned into more than just a sporting spectacle, it became a festival of fizz, folk and feel-good vibes. As players walked off for the mid-innings break, Coca-Cola’s halftime campaign made its sparkling return, transforming the pause into a celebration of rhythm, refreshment and real connection.
Taking centre stage, singer Aditya Gadhvi performed his Coke Studio Bharat chart-toppers Khalasi, the Cannes Lions-winning anthem of wanderlust, and Meetha Khaara, a love letter to Gujarat’s folk roots. The crowd swayed, phones lit up, and for a few minutes, the cricket stood still while music took the spotlight.
Coke Studio Bharat, Coca-Cola’s reimagined music platform, has become a cultural bridge, celebrating regional sounds and giving homegrown artists a global stage. Its authenticity and accessibility have made it one of India’s most-loved music movements.
“It’s not every day you get to perform at an event watched across the world,” said Gadhvi. “With Coke Studio Bharat, I’m bringing the sounds I grew up with to cricket fans everywhere, it’s amazing to see music unite people in such a lively way.”
Coca-Cola INSWA IMX lead Shantanu Gangane added, “Fans today want more than just sport; they want connection. Coke’s Halftime showcase turns a pause into a shared moment where sport, music and refreshment meet, a celebration that’s both distinctly Indian and universally relatable.”
For ICC’s chief commercial officer Anurag Dahiya, it’s about expanding what cricket means to fans. “The Halftime integration deepens engagement by blending sport and culture. It’s about making cricket inclusive, dynamic and memorable beyond the boundary.”
And just as the music echoed through the stands, fans at home joined in, with Blinkit’s “Coke at half price” offer ensuring the halftime spirit reached living rooms too.
From stadium to sofa, it wasn’t just a break in the game; it was a moment that united millions in the simple joy of music, sport and a cold Coke in hand.